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Internationale Werbeplanung

Internationale Werbeplanung

Brand
Springer Nature
Manufacturer
N/A
Part Number
0
GTIN
9783790809800
Condition
New
Product Description

Gegenstand des Buches ist die internationale Werbeplanung, insbesondere die Ermittlung der lnderspezifisch optimalen Werbebudgets. Basierend auf einem umfassenden, neuartigen und pragmatischen Planungsansatz werden entscheidungstheoretisch fundierte Modelle zur Bestimmung der Werbebudgets entwickelt. Schwerpunkte sind dabei die Darstellung der relevanten Rahmenbedingungen und der Interdependenzen sowie Verfahren zur Ermittlung der bentigten Inputdaten.

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