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Strategisches Marketing von Online-Medienprodukten
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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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