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Strategisches Marketing von Online-Medienprodukten

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Brand
Springer Nature
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N/A
Part Number
0
GTIN
9783824490813
Condition
New
Product Description

Medienunternehmen, die als fhrende Informationsanbieter in den klassischen Medienteilmrkten agieren, bietet es eine neue Plattform zur Verbreitung von Inhalten, stellt aber gleichzeitig eine Konkurrenz im Wettbewerb um Konsumenten und Werbetreibende dar. Claudia Krger prsentiert einen berblick ber das strategische Marketing von Online-Medienprodukten. Sie analysiert auf der Basis der Diffusionstheorie die Marktattraktivitt des neuen Medienteilmarktes und untersucht empirisch die Wettbewerbspositionen ausgewhlter General Interest-Sites.

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