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Springer Nature
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GTIN
9783658389376
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Product Description

Der Band lotet Grenzen und Schnittstellen in den Bereichen Kommunikation, Werbung und PR im digitalen Zeitalter aus. Vor allem bergnge zwischen analogen und digitalen Kommunikationsformen stehen im Brennpunkt. Zentrales Anliegen ist die Errterung von Potenzialen und Beschrnkungen von herkmmlichen und neuen Formaten u.a. in Bezug auf Meinungsfhrer (Influencer), soziale Netzwerke (Social Media), relevante Botschaften (Content Marketing), Markenkommunikation, ffentliche Kommunikation und sprachliche Ausdrucksformen. Dabei werden neueste Forschungsergebnisse mit Fallstudien aus der Kommunikations- und Wirtschaftspraxis verknpft.

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