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Crossmediale Werbung für den Einzelhandel

Crossmediale Werbung für den Einzelhandel

          
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About the Book

Etwa 70 Prozent der Geschäftsführer von Unternehmen in Deutschland sind älter als 45 Jahre. Die sich immer stärker beschleunigende Entwicklung im Bereich des Internets lässt bei vielen dieser Unternehmer - wenngleich nicht bei allen - große Wissenslücken entstehen, da sie nicht die Notwendigkeit sehen, sich mit modernen Werbemitteln und -strategien oder grundlegend mit den Möglichkeiten des Internets auseinanderzusetzen. Somit wird viel Potenzial übersehen und schlicht nicht genutzt. Klassischen Werbemethoden wird der Vorzug gegenüber modernen gegeben. "Das Internet ist für uns alle Neuland." Stellvertretend für die oben kurz umrissene Einstellung steht die hier zitierte Aussage von Bundeskanzlerin Angela Merkel (58 Jahre). Mit ihrem Statement vertritt sie vermutlich kurz und prägnant die Position vieler Geschäftsführer in Deutschland, die über Werte in Millionenhöhe sowie über Tausende von Angestellten entscheiden. Die Ansicht, das Internet sei noch immer Neuland, ist für jüngere Bundesbürger, die seit frühester Jugend mit Computern aufgewachsen sind und sich in den Mechanismen des Internets teils sehr gut auskennen, nur schwer nachzuvollziehen. Ziel dieser Studie ist es, Möglichkeiten und Wege für Unternehmen im lokalen Umfeld aufzuzeigen sowie Denkanstöße zu geben, so dass aus einem Set an Werbemitteln, die auf dem Internet als Medium basieren, gewählt werden und somit die Umsetzung für kleine und mittelständische Unternehmen durchgeführt werden kann.
About the Author: Thomas Alexander Meyer, B.A., wurde 1988 in Bünde geboren. Sein Studium der Medienwirtschaft schloss der Autor im Jahre 2013 mit dem akademischen Grad des Bachelor of Arts erfolgreich ab. Bereits während des Studiums sammelte Meyer umfassende praktische Erfahrungen im Bereich der Kommunikationswirtschaft in der deutschen Agenturlandschaft. Des Weiteren kamen Tätigkeiten im europäischen Ausland sowie seine selbständige unternehmerische Tätigkeit hinzu. Aufgrund der Beobachtung der hohen Fluktuationsrate im Einzelhandel in seiner Heimatstadt entschloss sich der Autor mögliche Werbeformen- und Mechanismen für Einzelhändler zu beleuchten und widmete sich somit der Thematik des vorliegenden Buches.


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Product Details
  • ISBN-13: 9783959345033
  • Publisher: Diplomica Verlag Gmbh
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 6 mm
  • Width: 148 mm
  • ISBN-10: 3959345038
  • Publisher Date: 25 Mar 2015
  • Height: 210 mm
  • No of Pages: 108
  • Series Title: German
  • Weight: 140 gr


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