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    Ambient-Marketing für Printmedien: Interviewstudie zu Akzeptanz und Bewertung in den Generationen Y, X und 50plus

     
    From Christoph Kochhan
    Ambient-Marketing für Printmedien: Interviewstudie zu Akzeptanz und Bewertung in den Generationen Y, X und 50plus

    Description

    Die Interviewstudie fokussiert Ambient-Marketing als potenzielle Kommunikationsform für Zeitungs-, Zeitschriften- sowie Buchverlage. Die Autoren gehen der Frage nach, inwieweit Zielgruppen dieser Werbeaktivität aufgeschlossen gegenüberstehen, und überprüfen die Akzeptanz und Bewertung der Marketingmaßnahme in der "Generation Y", "Generation X" sowie in der Altersgruppe "50plus". Die qualitative Studie basiert auf leitfadengestützten Interviews.

    Product details

    EAN/ISBN:
    9783658174323
    Edition:
    1. Aufl. 2017
    Medium:
    Paperback
    Number of pages:
    180
    Publication date:
    2017-03-08
    Publisher:
    Springer Gabler
    EAN/ISBN:
    9783658174323
    Edition:
    1. Aufl. 2017
    Medium:
    Paperback
    Number of pages:
    180
    Publication date:
    2017-03-08
    Publisher:
    Springer Gabler

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