Moderne Marketing Kommunikation
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Moderne Marketing Kommunikation
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Author : Jörg Tropp
language : de
Publisher: Springer-Verlag
Release Date : 2019-07-05
Moderne Marketing Kommunikation written by Jörg Tropp and has been published by Springer-Verlag this book supported file pdf, txt, epub, kindle and other format this book has been release on 2019-07-05 with Language Arts & Disciplines categories.
Das Lehrbuch gibt vor einem kommunikationswissenschaftlichen Hintergrund einen Überblick über die Grundlagen, den Prozess und das Management Moderner Marketing-Kommunikation. Ausgehend von der systematischen Aufbereitung des Konzeptes der Modernen Marketing-Kommunikation wird der Marketing-Kommunikationsprozess und dessen Management gegliedert nach seinen einzelnen Phasen dargestellt. Besondere Berücksichtigung finden dabei neue Kommunikationsdisziplinen wie beispielsweise Consumer-Generated Advertising, Content Marketing, Branded Services, Social Media Marketing oder Influencer Kommunikation. In der dritten überarbeiteten Auflage des Buches, das mittlerweile zu den Standardwerken der marketingbezogenen Unternehmenskommunikation zählt, sind die neuesten Entwicklungen der Marketing-Kommunikation aufgenommen worden. Weiterhin stellen zahlreiche aktuelle nationale und internationale Beispiele einen hohen Praxisbezug sicher.
Moderne Marketing Kommunikation
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Author : Jörg Tropp
language : de
Publisher: Springer-Verlag
Release Date : 2014-01-31
Moderne Marketing Kommunikation written by Jörg Tropp and has been published by Springer-Verlag this book supported file pdf, txt, epub, kindle and other format this book has been release on 2014-01-31 with Language Arts & Disciplines categories.
Das Lehrbuch gibt vor einem kommunikationswissenschaftlichen Hintergrund einen Überblick über die Grundlagen und das Management Moderner Marketing-Kommunikation. Ausgehend von der systematischen Aufbereitung der neueren Entwicklungen wird der Marketing-Kommunikationsprozess und dessen Management gegliedert nach seinen einzelnen Phasen dargestellt. Besondere Berücksichtigung finden dabei die neuen Kommunikationsdisziplinen wie Utility Marketing, Guerilla Marketing oder Word-of-Mouth-Marketing. In der überarbeiteten Auflage des Buches, das zu den Standardwerken in der Literatur zur marketingbezogenen Organisationskommunikation zählt, sind die neuesten Entwicklungen der Marketingkommunikation wie Content Marketing und Owned Media aufgenommen worden. Weiterhin stellen zahlreiche aktuelle nationale und internationale Beispiele einen hohen Praxisbezug sicher. Vertiefend kann über QR-Codes auf audiovisuelle Fallstudien sowie Konzeptvideos vom Kampagnen zugegriffen werden, die beim International Festival of Creativity prämiert wurden.
Modern Marketing Communications
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Author : Frank Jefkins
language : en
Publisher: Springer Science & Business Media
Release Date : 2012-12-06
Modern Marketing Communications written by Frank Jefkins and has been published by Springer Science & Business Media this book supported file pdf, txt, epub, kindle and other format this book has been release on 2012-12-06 with Business & Economics categories.
Marketing communications is a subject which has become popular in both marketing and public relations circles, but sometimes with different parameters. There are those who prefer to confine marketing communications to promotional activities, which is mostly an academic point of view, and there are those who see the subject in broader terms, embracing every form of communication used in marketing, which is how the subject is practised in the business world. While the author has long experience as a teacher and examiner, he also continues to be a professional practitioner. Consequently, the book aims to serve those concerned with both the academic and the professional in terpreta tions of marketing comm unica tions. I t is of course hoped that those who adopt the academic approach to the subject will eventually acknowledge that there is more to marketing communi cations than advertising, sales promotion, selling, marketing research and public relations. It is also necessary to realise that public relations embraces much more than the 'publicity' in the 4Ps promotion box. Without wishing to be contentious, this broad approach is proposed so that communications of all kinds throughout the marketing strategy can have maximum effect. Very little has been published on this subject, and the book is therefore a pioneer attempt to establish the practical parameters of modern marketing communications. There are so many broad and narrow interpretations of marketing communications, but it is hoped that this book will be useful to teachers, students and practitioners of the subject.
Mobile Marketing Die Moderne Marketingkommunikation Die Integration Von Mobile Marketing In Den Marketing Mix
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Author : Stefan H. Schneider
language : de
Publisher: Igel Verlag RWS
Release Date : 2015-02
Mobile Marketing Die Moderne Marketingkommunikation Die Integration Von Mobile Marketing In Den Marketing Mix written by Stefan H. Schneider and has been published by Igel Verlag RWS this book supported file pdf, txt, epub, kindle and other format this book has been release on 2015-02 with Business & Economics categories.
Der Alltag der heutigen Gesellschaft wird immer mehr durch technische Innovationen beeinflusst. Mobilität sowie Flexibilität gewinnen kontinuierlich an Bedeutung und die Welt wird zunehmend mobiler, vernetzter und internetbasierter. Die nahezu ständige Erreichbarkeit und ortsunabhängige Möglichkeit zur Kommunikation haben für viele Menschen Smartphones zu einem omnipräsenten Begleiter gemacht und das Mediennutzungsverhalten verändert. Unternehmen stehen vor der Herausforderung, auf dieses veränderte Mediennutzungsverhalten zu reagieren und geeignete Formen der Marketingkommunikation zu finden, um die Konsumenten zu erreichen. Das Ziel dieses Buches ist es, die Integration des Mobile Marketing in den klassischen Marketing-Mix von Unternehmen aufzuzeigen. Es werden mögliche Prozesse und Instrumente des Mobile Marketing erläutert und anhand einer Gegenüberstellung der Stärken und Risiken von Mobile Marketing verdeutlicht, welche Faktoren Unternehmen bei der Umsetzung von Mobile Marketing-Maßnahmen beachten müssen. Zudem wird die Rolle des Mobile Marketing in crossmedialen Kampagnen dargestellt und anhand von Beispielen aufgezeigt.
Marketing Communication
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Author : Frederick E. Webster
language : en
Publisher:
Release Date : 1971
Marketing Communication written by Frederick E. Webster and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 1971 with Business & Economics categories.
Modern Marketing Com Munictns
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Author : F. Jefkins
language : en
Publisher: Springer
Release Date : 1991-01-03
Modern Marketing Com Munictns written by F. Jefkins and has been published by Springer this book supported file pdf, txt, epub, kindle and other format this book has been release on 1991-01-03 with Science categories.
This text is based on practical experience of the marketing scene. It reviews the subject from the point of view that it is not concerned solely with promotion but with marketing as a whole, and the operations of marketing personnel at all levels. The book is the culmination of many years of study and practice of the subject, with quotations from, or references to, papers, books, articles and lectures by the author throughout the text. It also looks forward to the great changes which have or will occur, ranging from satellites to the European Single Market. This volume embraces the total span of marketing communications throughout the marketing strategy, and is written for all those involved in marketing, advertising, public relations, and sales promotion. The new syllabus for Marketing Communications published by the Chartered Institute of Marketing is covered in this book, and the text is tailored to the needs of lecturers and students of the Chartered Institute of Marketing Diploma, as well as students of the CAM and LCCI Marketing Paper.
Reengineering Corporate Communication
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Author : Uwe Seebacher
language : en
Publisher: Springer Nature
Release Date : 2022-07-28
Reengineering Corporate Communication written by Uwe Seebacher and has been published by Springer Nature this book supported file pdf, txt, epub, kindle and other format this book has been release on 2022-07-28 with Business & Economics categories.
This book employs the latest insights from modern marketing into the theory and practice of corporate communication, including the main stages and goals, and highlights the key potentials for the field. It briefly presents the essential features of the methodological and structural sciences in order to illustrate to the reader how, from a marketer's point of view, these new insights can be derived objectively, reliably, and validly for the field of corporate communication according to scientific criteria. The book then introduces the maturity model for modern corporate communication and describes which fields of activity must be gone through in order to be able to implement the change management process towards corporate communication excellence efficiently and effectively. Building on this, it introduces and defines the most important new concepts of corporate communication in the twenty-first century and thus clearly delineates the field of research for this corporate function in the coming years. The book goes on to address the important areas of IT and HR in order to provide a 360° view of the developments to be realized in the field of corporate communication. A “CC self-test” at the end of the book is intended to help the reader immediately recognize where their own organization stands and, against this backdrop, to be able to start the necessary activities towards corporate communication excellence immediately on the basis of the maturity model. “Prof. Dr. Uwe Seebacher takes us on a timely and informative read on what could be the biggest crisis for Corporate Communications – remaining stagnant in a time of great change. With rich context and fine detail, he illuminates the opportunities to reengineer Corporate Communications and quantify its role in truly impacting business. From the importance of predictive intelligence underpinned by authenticity and empathy to building trust, this book is a guide for successful business in the 21st Century. I highly recommend it.” Heidi Eusebio, Strategist and Executive Director, Edelman "Uwe Seebacher has once again demonstrated in a well-founded manner what methodological and structural science is capable of - namely, to precisely logically derive the long overdue process of change in the field of corporate communications and thereby make it comprehensible. But he also takes the important next step of operationalizing his thoughts in a directly measurable way by providing an easy applicable concrete process model for reengineering corporate communication with many tips, templates and inputs for HR and IT.“ Miguel Gimenez de Castro, Head Of Communications Spain, Portugal, Greece and Israel, IBM
Marketing Kommunikation
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Author : Harald Vergossen
language : de
Publisher:
Release Date : 2004
Marketing Kommunikation written by Harald Vergossen and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2004 with categories.
Modern Marketing
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Author : Frank William Jefkins
language : en
Publisher:
Release Date : 1992
Modern Marketing written by Frank William Jefkins and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 1992 with categories.
Communicational Marketing
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Author : Luigi Carlo De Micco
language : en
Publisher: iUniverse
Release Date : 2010
Communicational Marketing written by Luigi Carlo De Micco and has been published by iUniverse this book supported file pdf, txt, epub, kindle and other format this book has been release on 2010 with Business & Economics categories.
Communication is of vital importance for everyone. It is omnipresent and exerts enormous influence on the way we think and act - from interpersonal relationships to consumer behavior. Marketing comes into play whenever something is to be sold. It lays out the course of action, determines the goals, and develops the strategies by which these goals can be attained as quickly and effectively as possible. In Communicational Marketing, Luigi Carlo De Micco combines both of these factors. Like other marketing approaches, communicational marketing is concerned with the advertising and selling of products and services. But unlike conventional advertising methods, the starting point for communicational marketing is not the individual psyche but rather the inter-communicational processes that have a lasting effect on the behavior of those involved. De Micco explains the role played by communication in modern marketing and the mechanisms that have to be taken into account. He shows the reasons for the failure of marketing ideas by analyzing the paradoxes in well-known advertising approaches, and provides the reader with communication-oriented marketing strategies. Communicational marketing presupposes a competent, self-directed buyer who categorically rejects suggestion and who is able to recognize manipulation whenever he or she is exposed to it.