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Modernes Marketing fr das Bankgeschft
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Unter den Schlagworten Web 2.0, Social Communities, Affiliate Marketing oder Podcasting entstanden in den letzten Jahren neue Instrumente fr ein kreatives Marketing. Sie sollen dazu beitragen, die nachlassende Werbewirkung traditioneller Medien zu kompensieren. In vielen Branchen funktioniert dies bereits hervorragend. Den im Finanzdienstleistungssektor vielfach noch zu beobachtenden Vorbehalten stellt Florian Schwarzbauer mit seinem Buch eine aufmunternde "Yes, we can"-Position gegenber. Praxisnah zeigt er Einsatzmglichkeiten und wirtschaftliche Chancen moderner Marketinginstrumente, wie Viral Marketing, Buzz Marketing, Ambush Marketing oder Guerilla Marketing.
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