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Image for Mediaplanung: Methodische Grundlagen und praktische Anwendungen
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Mediaplanung: Methodische Grundlagen und praktische Anwendungen (Sixth Edition.)

Fuchs, Wolfgang, Michel, Burkard, Unger, Fritz
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Mediaplanung ist ein Instrument, um Kommunikationsziele durch geeignete Auswahl der Werbetrager moglichst kostengunstig zu realisieren.

Die Autoren zeigen, wie sich Mediaplanung in die Marketingkommunikation integrieren lasst: als Entscheidungsprozess hinsichtlich Mediaselektion und Marktsegmentierung, Zielbestimmung, Kommunikationsinhalte und Budgetierung.

Ein betrachtlicher Teil des Buchs ist der Mediaforschung sowie den verschiedenen Mediagattungen gewidmet.

Dabei werden aktuelle Entwicklungen und Daten der relevanten Medien berucksichtigt.

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Product Details
Springer
3642306578 / 9783642306570
eBook (Adobe Pdf)
381
27/11/2012
German
403 pages
Copy: 10%; print: 10%
KC Economics, KCCD Domestic trade, KJM Management & management techniques, KJS Sales & marketing, KNTX Information technology industries
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