Werbung in Russland Book by Svetlana Kraft - Bookswagon
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Werbung in Russland

Werbung in Russland


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About the Book

Russland ist mit 145 Mio. Einwohnern ein riesiger Markt mit großem Potenzial und zeichnet sich durch hohe Nachfrage nach Investitionen, Know-how und Exportgütern aus. Jedoch merken die ausländischen Manager schnell, dass Geschäfte nicht nach den vermeintlich bekannten sondern nach eigenen Regeln ablaufen. Die kulturelle Vielfalt und Andersartigkeit spielen hier eine wichtige Rolle. Je besser eine ausländische Firma die Mentalität und die Kultur der Russen versteht, desto besser können die Risiken eines Markteintrittes minimiert werden. Diese Untersuchung vermittelt die nähre Betrachtung der Werbung der Kreditinstitute in Russland sowie die Spezifika der Gestaltung der Werbung für Finanzdienstleistungen. Neben der Erläuterung der allgemeinen Begriffe Werbung und Werbeziele werden auch der Finanzdienstleistungsbegriff, seine Zielgruppen und die wichtigsten Besonderheiten bzw. ihre Auswirkungen auf die Werbung ausführlich erklärt. Der zentrale Teil erläutert die Besonderheiten der Werbung für die Finanzdienstleistungen und den Einfluss der russischen Kultur auf die Werbung. Es wird ausführlich auf die Entwicklung der Werbebranche in Russland generell, die rechtlichen Rahmenbedinungen im Allgemeinen für die Finanzdienstleistungen sowie die Imagewerbung, Werbeslogans, Werbung in Verkehrsmitteln und deren Wirkung eingegangen. Zahlreiche ausführlich kommentierte Werbespots und Werbeanzeigen der russischen Banken werden einen Überblick in die Entwicklung der Werbung für Finanzdienstleistungen in Russland und deren Gestaltung schaffen.
About the Author: Svetlana Kraft wurde 1979 in Kasachstan geboren. Nach dem erfolgreichen Studium als Lehrerin der deutschen Sprache und Literatur an der Schokan Ualichanov Universität, Kokschetau, Kasachstan reiste sie im Jahr 2000 nach Deutschland ein. Bereits ein Jahr später begann Svetlana Kraft Betriebswirtschaftslehre an der Hochschule Darmstadt zu studieren. Das Thema Werbung interessierte sie schon früher und bereits während des Studiums erhielt Svetlana die Möglichkeit, die Werbung insbesondere in Russland zu untersuchen.


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Product Details
  • ISBN-13: 9783836694667
  • Publisher: Diplomica Verlag Gmbh
  • Publisher Imprint: Diplomica Verlag Gmbh
  • Height: 254 mm
  • No of Pages: 140
  • Series Title: German
  • Sub Title: Der Einfluss Der Russischen Kultur Auf Die Vermarktung Von Finanzdienstleistungen
  • Width: 178 mm
  • ISBN-10: 3836694662
  • Publisher Date: 11 Aug 2010
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 8 mm
  • Weight: 304 gr


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