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Medien im Marketing
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Konsumenten und Unternehmen bewegen sich heute einerseits in einem Mediendschungel, so vielfltig und unbersichtlich ist das Angebot, was die Mediaplanung erheblich erschwert. Andererseits beeinflussen die Medien mehr denn je unsere Wahrnehmung von Marken, Unternehmen und Konsumenten. Die Autoren bahnen einen Weg durch diesen Mediendschungel und erschlieen das Thema Medien im Marketing durch State-of- the-Art-Beitrge und aktuelle Forschungsergebnisse. Fallstudien und Analysen zur Bedeutung der Medien in verschiedenen Branchen zeigen Anwendungsfelder fr die Medienorientierung im Marketing auf.
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