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Gabler Kompakt-Lexikon Werbepraxis
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Die Werbung ist eine der dynamischsten und innovativsten Branchen in unserer Wirtschaft. Mit neuen Techniken und neuen Methoden ndert sich die Arbeit eines Werbetreibenden laufend. Das Gabler Kompakt-Lexikon Werbepraxis hilft Ihnen, die Fachsprache der Werbung zu verstehen und neue Begriffe erfolgreich in den eigenen Aufgaben umzusetzen. Von der Konzeption einer Werbekampagne bis zur Erfolgskontrolle finden Sie in den ber 1.500 Stichwrtern alles, was Sie fr Ihre tgliche Arbeit bentigen. Besonders die neuen Formen der Werbung werden ausfhrlich erklrt, so z. B. Werbung im Internet, Methoden des Direktmarketing oder die Technik der Neuen Medien. Ergnzt werden die Stichwrter durch ntzliche Zusatzinformationen wie Adressen und statistische Angaben aus der Werbewirtschaft.
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