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Live Communication Management
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Die Markenkommunikation befindet sich in einem fundamentalen Wandel. Neue Formen der Live Communication ergnzen bzw. ersetzen die bisherigen Instrumente im Kommunikations-Mix. Dadurch erlangt die systematische Planung, Umsetzung und Kontrolle von Messen, Events, Roadshows, Showrooms und Brand Lands einen herausragenden Stellenwert. Die Autoren prsentieren fundierte Lsungsanstze und zeigen besondere Anforderungen fr einzelne Prozessschritte auf von der konzeptionellen Vorbereitung bis hin zur wirkungsvollen Umsetzung und Erfolgskontrolle. Interviews mit hochkartigen Expertenvertretern und konkrete Case-Beschreibungen verdeutlichen die Vorgehensweisen und Resultate. Ergnzend liefern verschiedene empirische Untersuchungen u. a. die seit 2003 jhrlich durchgefhrten, branchenbergreifenden LiveTrend-Studien interessante Benchmark-Informationen. Abschlieend werden die Potenziale der Live Communication analysiert und Handlungsoptionen zum optimalen Einsatz der LiveCom-Instrumente konkretisiert.
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