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Moderne Marketing-Kommunikation
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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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