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Die heutige Rolle der Kommunikationsagenturen: Handwerksunternehmen oder strategischer Partner?

Die heutige Rolle der Kommunikationsagenturen: Handwerksunternehmen oder strategischer Partner?

          
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About the Book

Studienarbeit aus dem Jahr 2007 im Fachbereich BWL - Marketing, Unternehmenskommunikation, CRM, Marktforschung, Social Media, Note: 1,7, Hochschule Pforzheim, Veranstaltung: Business- und Agenturmanagement, 12 Quellen im Literaturverzeichnis, Sprache: Deutsch, Abstract: "Wer mit Peanuts bezahlt, wird von Affen bedient (...). Wer seine Agentur als Partner respektiert, wird sie nicht wie irgendeinen Erfüllungsgehilfen behandeln. Agenturarbeit ist ein Asset. Sie ist Teil des Markenkapitals. Sie lebt von der Motivation der besten Talente und ihrer Begeisterung für die Sache. Und das kann nicht vom raffiniert verhandelten Mindest-Honorar erzeugt werden." Diese Erkenntnis des ehemaligen Grey-Chefs Bernd M. Michael scheint in der Unternehmenspraxis noch nicht angekommen zu sein. In den Marketingabteilungen dominiert aufgrund der Konjunkturflaute der vergangenen Jahre nach wie vor eine strikte Kostenorientierung. Die Agenturen leiden dabei nicht nur unter dem immensen Kostendruck, sondern auch unter zunehmend unfairen Pitch-Bedingungen und einer immer kleinteiligeren Auftragsvergabe. Die Zeiten, in denen Werbedienstleister als langfristige strategische Partner der Unternehmen fungierten, scheinen der Vergangenheit anzugehören. Sind Agenturen heute nur noch die Erfüllungsgehilfen der werbungtreibenden Unternehmen? Die vorliegende Arbeit versucht dieser Frage auf den Grund zu gehen. In Kapitel 2 wird die heutige Rolle der Kommunikationsagenturen anhand von aktuellen Entwicklungen und deren Ursachen untersucht. Dabei wird auch auf mögliche Folgen und Risiken dieser Entwicklungen für Agenturen und Unter-nehmen eingegangen. Kapitel 3 soll dagegen Chancen und Möglichkeiten aufzeigen, wie die aktuelle Krise überwunden werden könnte. Hierzu werden innovative Lösungsansätze von Agenturen und Verbänden beschrieben und das Thema "strategische Orientierung" genauer betrachtet.


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Product Details
  • ISBN-13: 9783638920193
  • Publisher: Grin Publishing
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 2 mm
  • Width: 140 mm
  • ISBN-10: 3638920194
  • Publisher Date: 08 Mar 2008
  • Height: 216 mm
  • No of Pages: 24
  • Series Title: German
  • Weight: 41 gr


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