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Strategien Erfolgreicher Tv-Marken

Strategien Erfolgreicher Tv-Marken

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About the Book

Warum schalten wir das ZDF und nicht ProSieben ein? Warum baut die ABC in den USA ihre Kommunikation rund um Serien wie Desperate Housewives auf, während die BBC in Großbritannien den Sender als Marke in den Mittelpunkt stellt? Wie gelingt es spanischen Sendern, das Internet und Social Media Plattformen so gut zu integrieren? Diesen und anderen Fragen geht das vorliegende Buch nach, indem zwölf Fernsehsender aus den USA, Großbritannien, Spanien und Deutschland untersucht werden. Ausgehend von einer strategischen Markenanalyse mit ihren Werten, ihrer Persönlichkeit, wird der Blick auf die Umsetzung dieser Markenversprechen in der Programm- und Kommunikationspolitik gelegt.


About the Author: Dr. rer.pol. Kati Förster ist wiss. Assistentin am Lehrstuhl für Allgemeine Kommunikationswissenschaft (Prof. Klaus Schönbach) an der Universität Wien. Forschungsschwerpunkte: Media Brand Management, Markenwahrnehmung, Brand Communities und Social Media Marketing.


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Product Details
  • ISBN-13: 9783531180366
  • Publisher: Vs Verlag Fur Sozialwissenschaften
  • Publisher Imprint: Vs Verlag Fur Sozialwissenschaften
  • Edition: 2011 ed.
  • Language: German
  • Returnable: Y
  • Spine Width: 12 mm
  • Weight: 426 gr
  • ISBN-10: 3531180363
  • Publisher Date: 15 Mar 2011
  • Binding: Paperback
  • Height: 244 mm
  • No of Pages: 229
  • Series Title: German
  • Sub Title: Eine Internationale Analyse
  • Width: 170 mm


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