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Moderne Marketing-Kommunikation

Moderne Marketing-Kommunikation

Brand
Springer Nature
Manufacturer
N/A
Part Number
0
GTIN
9783531928029
Condition
New
Product Description

Das Lehrbuch gibt vor einem kommunikationswissenschaftlichen Hintergrund einen berblick ber die Grundlagen und das Management Moderner Marketing-Kommunikation. Ausgehend von der systematischen Aufbereitung der neueren Entwicklungen wird der Marketing-Kommunikationsprozess und dessen Management gegliedert nach seinen einzelnen Phasen dargestellt. Besondere Bercksichtigung finden dabei die neuen Kommunikationsdisziplinen wie Utility Marketing, Guerilla Marketing oder Word-of-Mouth-Marketing.

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