Werbemanagement Book by Fritz Unger - Bookswagon
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Werbemanagement

Werbemanagement


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About the Book

Das vorliegende Werk ist nicht primär als eine wissenschaftliche Abhandlung zu verstehen. Der Autor stellt vielmehr vor dem Hintergrund wissenschaftlicher Erkenntnisse dar, wie Werbung im konkreten Management ausgehend von Problemdefinitionen realisiert wird. Übliche Verfahren werden aus dem Erfahrungshorizont des Autors dabei fallweise auch kritisiert. Im Mittelpunkt steht nicht so sehr die Frage, wie Werbung zu gestalten ist (diesem Aspekt ist lediglich ein Kapitel gewidmet), sondern vielmehr die Frage, wie Werbung in das Marketing-Management zu integrieren und als ein Marketing-Instrument (neben anderen) zu realisieren ist. Gute Werbung zu gestalten ist eine Frage, eine andere ist es, diese Werbung im Management auch durchzusetzen. Die gesamte Abhandlung ist im wesentlichen analog zu einem Entscheidungsprozeß strukturiert. Ausgehend von einer umfassenden Problemanalyse gelangt man zur Definition von Zielen. Daraus leiten sich Anforderungen an Gestaltung, Budgetierung und Media-Strategie ab. Die erforderlichen Alternativen zur Problemlösung werden von Werbeagenturen erstellt. Das dazu notwendige sozialtechnische Wissen wird in einem ausführlichen Kapitel erörtert. Anschließend werden vorliegende Alternativen auf Ihre Eignung zur Problemlösung überprüft, was üblicherweise in einem Pretest geschehen sollte. Nachträgliche Kontrollen zur Werbewirkung sind dann wiederum Ausgangspunkt für weitere Werbemaßnahmen.


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Product Details
  • ISBN-13: 9783642476853
  • Publisher: Physica-Verlag
  • Publisher Imprint: Physica-Verlag
  • Edition: Softcover reprint of the original 1st ed. 1989
  • Language: German
  • Returnable: Y
  • Spine Width: 23 mm
  • Width: 170 mm
  • ISBN-10: 3642476856
  • Publisher Date: 01 Jul 2012
  • Binding: Paperback
  • Height: 244 mm
  • No of Pages: 420
  • Series Title: German
  • Weight: 743 gr


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