Tageszeitung am Scheideweg Book by Manfred Korzer
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Tageszeitung am Scheideweg

Tageszeitung am Scheideweg


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About the Book

Das vorliegende Buch analysiert die Zeitungsverlagsbranche und stellt anschließend Handlungsperspektiven für die Zukunft vor. Durch Veränderungen der Medienangebote, der Leserschaft und des Leseverhaltens hat sich der Zeitungsmarkt unwiderruflich geändert. Sowohl der demografische Wandel als auch ein neues Mediennutzungsverhalten und andere Themeninteressen sind für den Branchenwandel verantwortlich, der nicht zuletzt die Kosten- und Erlösstrukturen der Verlage verschoben hat. Um sich dennoch behaupten zu können, werden im zweiten Teil der Studie den Verlagen Perspektiven im Bereich der Strategie, der Portfoliooptimierung und der internen Unternehmensanpassung aufgezeigt. Näher beleuchtet wird die Notwendigkeit zur klaren strategischen Ausrichtung, der Chance positiv vom Produkt der Tageszeitung im Bereich des Brandings zu profitieren sowie sich aktiv der Kundenbindung und -orientierung zu widmen. Behandelt wird auch der Aspekt, dass sich Tageszeitungen inhaltlich und optisch verändern und Cross-Media- Beziehungen zum Internet und Mobile Media-Anwendungen aufbauen müssen. Im Bereich Internet und Mobile Media werden ferner verschiedene Content- und Erlösmodelle diskutiert.
About the Author: Manfred Korzer, B.A. wurde 1987 in Erlangen geboren. Sein Studium der Europäischen Betriebswirtschaftslehre schloss der Autor im Jahre 2011 an der Euro-FH mit dem akademischen Grad des Bachelor of Arts ab. Seit 2011 studiert Manfred Korzer an der Edinburgh Business School der Heriot-Watt University Marketing (M.Sc.). Bei einem regionalen Tageszeitungsverlag befasst sich Manfred Korzer seit 2011 mit der Markt- und Mediaforschung sowie mit dem Marketing im Anzeigenbereich.


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Product Details
  • ISBN-13: 9783842882225
  • Publisher: Diplomica Verlag Gmbh
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 4 mm
  • Weight: 145 gr
  • ISBN-10: 384288222X
  • Publisher Date: 25 Jul 2013
  • Height: 210 mm
  • No of Pages: 70
  • Series Title: German
  • Sub Title: Branchenanalyse und Perspektiven deutscher Zeitungsverlage
  • Width: 148 mm


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