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Moderne Marketing-Kommunikation
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Das Lehrbuch gibt vor einem kommunikationswissenschaftlichen Hintergrund einen berblick ber die Grundlagen, den Prozess und das Management Moderner Marketing-Kommunikation. Ausgehend von der systematischen Aufbereitung des Konzeptes der Modernen Marketing-Kommunikation wird der Marketing-Kommunikationsprozess und dessen Management gegliedert nach seinen einzelnen Phasen dargestellt. Besondere Bercksichtigung finden dabei neue Kommunikationsdisziplinen wie beispielsweise Consumer-Generated Advertising, Content Marketing, Branded Services, Social Media Marketing oder Influencer Kommunikation. In der dritten berarbeiteten Auflage des Buches, das mittlerweile zu den Standardwerken der marketingbezogenen Unternehmenskommunikation zhlt, sind die neuesten Entwicklungen der Marketing-Kommunikation aufgenommen worden. Weiterhin stellen zahlreiche aktuelle nationale und internationale Beispiele einen hohen Praxisbezug sicher.
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