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Management der Marketing-Kommunikation
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Das gesamte Instrumentarium moderner Marketing-Kommunikation wird in diesem Buch behandelt. Ausgehend von strategischen Analysen finden sich Ausfhrungen zu allen denkbaren Instrumenten der Kommunikationspolitik: Werbung, Verkaufsfrderung, ffentlichkeitsarbeit finden ebenso Bercksichtigung wie neue Formen der Marktkommunikation, wie Product Placement, Sponsoring, Event Marketing oder der Einsatz neuer Medien insbesondere im Rahmen des Internet. Weitere Schwerpunkte sind Themen der Budgetierung, der Mediaplanung, der Zusammenarbeit mit Werbeagenturen sowie Fragen der Erforschung der Wirkung jeglicher Marketing-Kommunikation. Das Buch wird durch ein Kapitel zur Psychologie der Marktkommunikation und ein weiteres Kapitel zu Fragen internationaler Marktkommunikation abgerundet.
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