Medienmarketing: Marketingmanagement für werbefinanziertes Fernsehen und Radio

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Die medialen Märkte werden im Blick auf werbefinanziertes Fernsehen und Radio analysiert. Schwerpunkte sind Grundlagen eines modernen Marketingbegriffs, Marktforschung (Zielgruppen und Interaktionsmechanismen), langfristige Marketingkonzeptionen und die erforderlichen Instrumente, sowie die Herausforderungen an die Anbieter. Die Darstellung ist in 13 modulare Lerneinheiten gegliedert und jeweils mit praktischen Beispielen veranschaulicht.

Product details

EAN/ISBN:: 9783825229900
Edition:: 1. Aufl.
Medium:: Bound
Number of pages:: 187
Publication date:: 2009-07-22
Publisher:: UTB, Stuttgart
Languages:: german

EAN/ISBN:: 9783825229900
Edition:: 1. Aufl.
Medium:: Bound
Number of pages:: 187
Publication date:: 2009-07-22
Publisher:: UTB, Stuttgart
Languages:: german

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