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Industrieentwicklung und Marketing-Mixe

Industrieentwicklung und Marketing-Mixe

Brand
Springer Nature
Manufacturer
N/A
Part Number
0
GTIN
9783824482641
Condition
New
Product Description

Die Medienindustrie sieht sich mit gravierenden Umwlzungen in ihren technologischen, politisch-rechtlichen und sozio-kulturellen Umfeldern konfrontiert. Anbieter mssen auf diese vernderten Bedingungen reagieren, um sich langfristig erfolgreich entwickeln zu knnen. Die Neukonfiguration der Marketing-Mixe bietet vielversprechende Mglichkeiten zur Anpassung an die neuen Gegebenheiten. Im Rahmen einer grozahligen empirischen Studie untersuchen Thomas Hutzschenreuter, Philipp Espel und Arne Schneemann die Gestaltungsmglichkeiten und die tatschliche Gestaltung der Marketing-Mixe in der Musik- und Filmindustrie. Die Ergebnisse zeigen, dass viele Unternehmen notwendige Vernderungen nicht umfassend genug durchsetzen und Erfolgspotentiale ungenutzt lassen.

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