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Image for Internationale Werbeplanung

Internationale Werbeplanung : Eine Analyse unter besonderer Berucksichtigung der internationalen Werbebudgetierung

Streich, Michael
Part of the Wirtschaftswissenschaftliche Beitrage series
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Gegenstand des Buches ist die internationale Werbeplanung, insbesondere die Ermittlung der länderspezifisch optimalen Werbebudgets.

Basierend auf einem umfassenden, neuartigen und pragmatischen Planungsansatz werden entscheidungstheoretisch fundierte Modelle zur Bestimmung der Werbebudgets entwickelt.

Schwerpunkte sind dabei die Darstellung der relevanten Rahmenbedingungen und der Interdependenzen sowie Verfahren zur Ermittlung der benötigten Inputdaten.

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Product Details
Physica-Verlag GmbH & Co
3790809802 / 9783790809800
Paperback / softback
658.8
12/12/1996
Germany
223 pages, 28 Illustrations, black and white; XVI, 223 S. 28 Abb.
155 x 235 mm
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