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Internationale Werbeplanung

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Brand
Springer Nature
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N/A
Part Number
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GTIN
9783790809800
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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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