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Bekanntheit von Verlagsmarken: Eine empirische Kurzstudie

Bekanntheit von Verlagsmarken: Eine empirische Kurzstudie

          
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About the Book

Wissenschaftliche Studie aus dem Jahr 2013 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Hochschule der Medien Stuttgart (Institut für Kreativwirtschaft), Sprache: Deutsch, Abstract: Verlage orientieren sich in ihrer Marketing-Strategie immer mehr am Endkunden. Großformatige Anzeigenkampagnen in Buchhandelsmagazinen nehmen ab. Werbung mit der eigenen Marke konzentriert sich immer mehr auf den Leser. Dies eröffnet die Frage, ob auch beim Endkunden Verlagsmarken bekannt und von Bedeutung sind. Untersucht wird dies anhand einer Kurzumfrage zur Bekanntheit von Verlagsmarken in Deutschland. Die Online-Befragung lief über drei Monate und erreichte 964 Personen, wobei 816 Teilnehmer/innen die Umfrage beendet haben. Dies entspricht einer vergleichsweise hohen Beendigungsquote von 85 Prozent. Die Studienergebnisse zeigen, dass mehr als 90 Prozent der Befragten Leser sind, die sich an das zuletzt gelesene Buch erinnern können. Kritischer sieht es hier bei der Frage nach dem zugehörigen Verlag aus, denn nur knapp jeder dritte Studienteilnehmer kann sich an den Verlag des zuletzt gelesenen Buchs erinnern. Ein Ergebnis, das die Verlagsbranche in ihrer Markenpolitik kritisch stimmen sollte. Gerade bei der Ansprache der zukünftig kaufkräftigen Zielgruppe der 17- bis 29-Jährigen müssen neue Markenstrategien und Markenbindungsmaßnahmen entwickelt werden.


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Product Details
  • ISBN-13: 9783656419631
  • Publisher: Grin Verlag
  • Publisher Imprint: Grin Verlag
  • Height: 210 mm
  • No of Pages: 28
  • Series Title: German
  • Sub Title: Eine empirische Kurzstudie
  • Width: 148 mm
  • ISBN-10: 3656419639
  • Publisher Date: 30 Apr 2013
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 2 mm
  • Weight: 50 gr


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