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Werbekommunikation in der Wirtschaft
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Der Band bietet gezielte Untersuchungen zu Fragen der systematischen und konkreten Gestaltbarkeit von werbender Kommunikation im breiten Spektrum der heutigen Medienlandschaft. Anhand von interdisziplinren Untersuchungsmethoden werden Mglichkeiten zur optimalen Durchfhrbarkeit von persuasiven Kommunikations-Strategien aufgezeigt, die in den vielseitigen Herausforderungen heutiger Wirtschaft Bestndigkeit haben. Dabei werden neben nationalen Grenzen auch Fachgrenzen gewinnbringend berschritten. Die Autoren zeigen dies sowohl fr die Online-, Print- als auch fr die Crossmedia-Kommunikation auf der Grundlage von Einzelanalysen auf.
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