Handbuch Marketing-Kommunikation: Strategien -- Instrumente -- Perspektiven. Werbung -- Sales Promotions -- Public Relations -- Corporate Identity --

Name: Handbuch Marketing-Kommunikation: Strategien -- Instrumente -- Perspektiven. Werbung -- Sales Promotions -- Public Relations -- Corporate Identity --
Brand: Gabler Verlag
SKU: 9783322825407
Price: 7551.0 INR
Availability: InStock

by Ralph Berndt , Arnold Hermanns

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ISBN13: 9783322825407
Binding: Paperback
Subject: N/A
Publisher: Gabler Verlag
Publisher Imprint: Gabler Verlag
Publication Date: January 25, 2012
Pages: 1044
Original Price: EUR 102.79
Language: German
Edition: Softcover Repri
Item Weight: 1670 grams
BISAC Subject(s): Economics / General

About The Book

Vor mehr als 20 Jahren hat Karl-Christian Behrens im Gabler-Verlag das "Handbuch der Werbung" herausgegeben. Dieses Buch stellt eine Zusammenfassung des Entwicklungs- standes der Werbung im Jahre 1970 dar; die Autoren haben aus wissenschaftlicher und aus praktischer Sicht die Werbung, deren Grundlagen, Probleme, Institutionen sowie deren Planung und Kontrolle beschrieben. In den letzten 20 Jahren hat sich die Werbung als Marketing-Instrument in verschiedenster Weise rasant entwickelt: Die Rahmenbedingungen fUr die Marketing -Kommunikation (wie Wertewandel, hOheres UmweltbewuBtsein, stlirkere Erlebnisorientierung, hiiufiger anzutreffendes Low Invol- vement sowie Informationsuberlastung der Konsumenten) haben sich deutlich verfuldert. Intemationale Kommunikations-Strategien sowie Konzepte fur die taktische Intematio- nale Kommunikationspolitik sind aufgrund der Globalisierung von Mlirkten, der Ent- wicklung supranationaler Konsumententrends und der wachsenden Bedeutung von Welt- marken erforderlich geworden. Hinzugekommen sind weitere Instrumente der Marketing-Kommunikation wie Sponso- ring, Product Placement, Product Publicity oder die Corporate-Identity-Policy. Die Bedeutung von Messenhat deutlich zugenommen; adaquate Management-Konzepte fUr Messe-Beteiligungen sind unabdingbar geworden. Integrierte Konzepte der Marketing-Kommunikation, ausgehend von der angestrebten Corporate Identity, sind notig geworden. Ebenfalls erforderlich geworden sind geeignete organisationspolitische MaBnahmen (von Abstimmungs-Teams bis hin zu Kommunika- tions-Managem in Untemehmen) fur die Integrierte Kommunikation. Management-Konzepte fur Kommunikations-Agenturen wie fur das Kommunikations- Management im Untemehmen sind erarbeitet worden.

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