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Werbeetat- Und Werbemix-Planung Im Handel

Werbeetat- Und Werbemix-Planung Im Handel


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About the Book

Empirische Studien zum Entscheidungsverhalten von Unternehmen bei der Festle- gung des für ein Geschäftsjahr einzusetzenden Werbeetats sowie dessen Allokation auf Werbeaktivitäten zeigen, daß die Werbeplanung in der unternehmerischen (Han- dels-)Praxis zu einem Großteil nur unzureichend methodisch gestützt erfolgt und oft durch Intuition geprägt ist. Als Entscheidungsgrundlage werden immer noch einfache heuristische Regeln genutzt, welche von seiten der wissenschaftlichen Forschung als logisch inkonsistent kritisiert werden. Dem ist jedoch entgegenzuhalten, daß die in der Theorie entwickelten Entscheidungshilfen ebenso nicht in der Lage sind, eine unter Beachtung praktischer Rahmenbedingungen zufriedenstellende Werbeplanung zu unterstützen. Insgesamt ergibt sich eine Lücke zwischen den in der Werbetheorie hergeleiteten Budgetierungsmethoden und dem realen Entscheidungsverhalten wer- bungtreibender Unternehmen. Daran anknüpfend hat sich der Verfasser der vorliegenden Arbeit zum Ziel gesetzt, einen Beitrag zur Aufhebung diese Problemlösungsdefizits zu leisten. Dazu ist es notwendig, ein System von Entscheidungshilfen zu entwickeln, welches sowohl wissenschaftlichen Anforderungen an eine Entscheidungsunterstützung gerecht wird, als auch die Rahmenbedingungen der werblichen Praxis ausreichend berücksichtigt.
About the Author: Dr. Dirk Kall ist wissenschaftlicher Mitarbeiter am Lehrstuhl für Unternehmenspolitik und Marketing der RWTH Aachen.


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Product Details
  • ISBN-13: 9783409136952
  • Publisher: Gabler Verlag
  • Publisher Imprint: Gabler Verlag
  • Edition: 1996 ed.
  • Language: German
  • Returnable: N
  • Spine Width: 13 mm
  • Width: 170 mm
  • ISBN-10: 3409136959
  • Publisher Date: 28 Aug 1996
  • Binding: Paperback
  • Height: 244 mm
  • No of Pages: 230
  • Series Title: Unternehmensführung Und Marketing
  • Weight: 458 gr


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