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Werbemonitoring

Computergestutztes Verfahren Zur Konkurrenzanalyse

Language GermanGerman
Book Paperback
Book Werbemonitoring Oliver Nickel
Libristo code: 01757257
Publishers Deutscher Universitätsverlag, November 1997
Konkurrenzanalysen auf der Basis der geschalteten Werbung werden zur Entscheidungsunterstützung bei... Full description
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49.93 €
97.65  лв
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Konkurrenzanalysen auf der Basis der geschalteten Werbung werden zur Entscheidungsunterstützung bei der strategischen Werbeplanung nur selten durchgeführt. Angesichts des hohen Grades an Kommunikationskonkurrenz und Austauschbarkeit ist jedoch die regelmäßige Analyse der Werbeinhalte der Wettbewerber eine wesentliche Voraussetzung für eine wirksame Werbung.§Oliver Nickel entwickelt ein inhaltsanalytisches Verfahren zur effizienten und standardisierten Ermittlung von Inhalten der Anzeigenwerbung. Der Vergleich der eigenen mit den Werbeinhalten der Konkurrenz verdeutlicht Stärken und Schwächen eines Unternehmens im Konkurrenzumfeld und bietet Anhaltspunkte für die zukünftige Positionierung einer Marke.

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About the book

Full name Werbemonitoring
Author Oliver Nickel
Language German
Binding Book - Paperback
Date of issue 1997
Number of pages 333
EAN 9783824465910
ISBN 3824465914
Libristo code 01757257
Publishers Deutscher Universitätsverlag
Weight 476
Dimensions 152 x 229 x 20

Categories

Economics, Finance, Business & Management > Business & Management > Management & management techniques
Economics, Finance, Business & Management > Economics
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