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Analyse der Wettbewerbssituation zwischen Beratungsunternehmen und Werbeagenturen im Segment der Kommunikationsberatung

Analyse der Wettbewerbssituation zwischen Beratungsunternehmen und Werbeagenturen im Segment der Kommunikationsberatung

          
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About the Book

Inhaltsangabe: Einleitung: „Agentur in der Sandwich-Position? ‚Toast oder Füllung?'", unter diesem Titel kündigte der Gesamtverband der Werbeagenturen eine Veranstaltung an, welche es sich zum Ziel gesetzt hatte, das Verhältnis zwischen Werbeagenturen und Unternehmensberatungen transparenter zu machen. Dies erscheint angebracht, titeln doch seit geraumer Zeit Fachzeitschriften wie 'HORIZONT', 'w&v' und 'Wirtschaftswoche' mit dem Konflikt zwischen Unternehmensberatung und Agentur. Die Tatsache, daß die oben genannte Veranstaltung abgesagt wurde, weil einige der angekündigten Referenten auf Seite der Unternehmensberater einen 'Rückzieher' gemacht hatten, trägt nicht zu einer Klärung der Situation bei. Insgesamt wird die Entwicklung von beiden Seiten, Agenturen und Beratern, sehr unterschiedlich gesehen. Die Bandbreite der Meinungen bewegt sich zwischen den folgenden Extremen: Interpretiert man das Phänomen aus Beratersicht, dann versuchen "einige Agenturen ganz gezielt, sich als Beratungsunternehmen mit einem entsprechenden Kompetenzspektrum zu profilieren", während die Agenturbranche feststellt, daß "die ersten Unternehmensberatungen beginnen, den Agenturen nicht nur auf den Feldern Strategie und Konzeption Konkurrenz zu machen, sondern auch noch in die Umsetzung der Werbemaßnahmen gehen". Betrachtet man die Veröffentlichungen in der Fachpresse zur Wettbewerbssituation zwischen Werbeagenturen und Beratungsunternehmen im Einzelnen, so läßt sich aufgrund der indifferenten Berichterstattung, ohne weitergehende Analyse, keine klare Aussage formulieren. Darüber hinaus liegt keine Buchliteratur vor, welche die vorliegende Problematik explizit behandelt. Eine objektive Untersuchung der Situation scheint daher notwendig. Ziel der vorliegenden Arbeit ist es, in einem ersten Ansatz die Wettbewerbssituation zwischen Werbeagenturen und Beratungsunternehmen im Segment der Kommunikationsberatung aufzuzeigen. Darüber hinaus sollen zukünftige Entwicklungen und Trends im Bere


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Product Details
  • ISBN-13: 9783838618005
  • Publisher: Diplom.de
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 15 mm
  • Width: 148 mm
  • ISBN-10: 3838618009
  • Publisher Date: 21 Sep 1999
  • Height: 210 mm
  • No of Pages: 260
  • Series Title: German
  • Weight: 344 gr


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Analyse der Wettbewerbssituation zwischen Beratungsunternehmen und Werbeagenturen im Segment der Kommunikationsberatung
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Analyse der Wettbewerbssituation zwischen Beratungsunternehmen und Werbeagenturen im Segment der Kommunikationsberatung
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