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Entwicklung von integrierter Marketingkommunikation: Dargestellt am Planning von Full-Service Agenturen

Entwicklung von integrierter Marketingkommunikation: Dargestellt am Planning von Full-Service Agenturen

          
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About the Book

Inhaltsangabe: Einleitung: Eine zielgerichtete, glaubwürdige und widerspruchsfreie Kommunikation zählt vor dem Hintergrund der dynamischen Veränderungen der Kommunikationsbedingungen zum strategischen Erfolgsfaktor eines Unternehmens. Schlagworte wie Informationsüberflutung durch steigende Medienvielfalt und Verfügbarkeit, dynamischer Wertewandel der Bevölkerung, vom Kollektiv zum Hedonismus, zunehmende Individualisierung der Konsumenten, die kommunikative Katastrophe, der Wandel von Industriegesellschaft zur Informationsgesellschaft sowie gesättigte Märkte mit seinen homogenen Produkten kennzeichnen nur einige der relevanten Rahmenbedingungen unserer Zeit. Aber die Anzahl der Empfänger von Informationen bleibt identisch. Die Aufnahmefähigkeit jedes einzelnen ist beschränkt. Die Nachrichten werden in der Summe zum Tranquilizer. "Wir sind alle überbenachrichtigt, aber unterinformiert." Das Ausmaß der Informationsüberlastung wird anhand einer Untersuchung deutlich, derzufolge nur zwei Prozent der über TV, Rundfunk, Zeitschrift und Zeitung verbreiteten Informationen die Konsumenten erreichen. Die Möglichkeit, den nachlassenden Werbewirkungen entgegenzuarbeiten, läßt sich lediglich durch den abgestimmten Einsatz aller Kommunikationsinstrumente erreichen. Dies bedeutet, im Zeitalter des Kommunikationswettbewerbes muß ein Unternehmen mehr denn je darauf bedacht sein, eine Abstimmung sämtlicher Kommunikationsinstrumente im Sinne einer Integrierten Marketingkommunikation vorzunehmen, um somit bei seinen Zielgruppen einen konsistenten Eindruck zu hinterlassen. Integrierte Marketingkommunikation ist die strategische Antwort auf die erschwerten Kommunikationsbedingungen. Inhaltsverzeichnis: Inhaltsverzeichnis: AbbildungsverzeichnisIV AbkürzungsverzeichnisV 1.Einleitung1 1.1Begriffliche Abgrenzung2 1.2Grundlagen5 2.Aufgaben und Ziele der Integrierten Marketingkommunikation8 2.1Integrierte Marketingkommunikation als Managementprozeß9 2.2Formen der Integrierten Marketi


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Product Details
  • ISBN-13: 9783838614168
  • Publisher: Diplom.de
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 6 mm
  • Weight: 149 gr
  • ISBN-10: 383861416X
  • Publisher Date: 31 Mar 1999
  • Height: 210 mm
  • No of Pages: 104
  • Series Title: German
  • Sub Title: Dargestellt am Planning von Full-Service Agenturen
  • Width: 148 mm


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