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Agentur 2000: Entwicklungen Und Perspektiven Für Anbieter Von Kommunikationsdienstleistungen

Agentur 2000: Entwicklungen Und Perspektiven Für Anbieter Von Kommunikationsdienstleistungen

          
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About the Book

Produkte werden einander technisch immer ähnlicher. Der gleichzeitig an Härte zunehmende Wettbewerb unter den Anbietern verlagert sich zunehmend vom Produkt- und Preis- wettbewerb zum Kommunikationswettbewerb. Die Bedeutung des Kommunikationsanteils am Erfolg der Produkte nimmt also zu. Parallel dazu werden immer mehr Kommunikationsaufgaben aus den werbetreibenden Unternehmen zu spezialisierten Kommuni- kations-Dienstleistungsunternehmen hin verlagert. Diese Dienstleister haben ihrerseits große unternehmerische Herausforderungen zu bewältigen, weil auch dort die Anfor- derungen und der Wettbewerb härter werden, weil Kommunika- tion professioneller, technischer, internationaler und über die Medien integrierter wird und werden muß. Auch diese Dienstleistungsunternehmen haben das Problem, ihre strate- gische Wettbewerbsposition zu definieren und ihr Image entsprechend zu profilieren. Voraussetzung für die strate- giefindung einer Werbeagentur ist die Kenntnis der künfti- gen Entwicklungen im Kommunikationsgeschäft. Die Zukunftsanalyse für kommerzielle Kommunikationsdienst- leistungen ist der Gegenstand der vorliegenden Disserta- tion. Dr. Answin VILMAR hat dazu den international vorl- genden Wissensstand aufgearbeitet und eigene empirische Erhebungen durchgeführt. Das Ergebnis besteht in einer Fülle von Leitaussagen, die für Strategiefindung und Imagepositionierung von Kommunikationsdienstleistern nütz- lich sind. Die Empfehlungen schließen sehr praktische Hinweise auf die Ausgestaltung und Umsetzung solcher stra- tegien ein. Das Buch ist für Werbepraktiker genauso gewinnbringend wie für Lehrer und Schüler in der werbeberuflichen Ausbildung und im Marketingstudium. Professor Dr. Volker Trommsdorff Berlin, im Juni 1992 Vorbemerkung zitat aus der Selbstdarstellungsbroschüre einer Top 100 Agentur: "Alles ist Werbung. Oder es ist zeit für ein neues Agenturmodell".


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Product Details
  • ISBN-13: 9783790806519
  • Publisher: Physica-Verlag GmbH & Co
  • Binding: Paperback
  • Language: German
  • Returnable: Y
  • Spine Width: 15 mm
  • Weight: 444 gr
  • ISBN-10: 379080651X
  • Publisher Date: 14 Dec 1992
  • Height: 244 mm
  • No of Pages: 254
  • Series Title: Konsum Und Verhalten
  • Sub Title: Entwicklungen Und Perspektiven Für Anbieter Von Kommunikationsdienstleistungen
  • Width: 170 mm


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