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Media Für Manager: Was Sie Über Medien Und Media-Agenturen Wissen Müssen

Media Für Manager: Was Sie Über Medien Und Media-Agenturen Wissen Müssen

          
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About the Book

Den größten Teil eines Marketing-Etats repräsentieren in der Regel die Investitionen in die Werbung, und hier stellen die Medien-Schaltungen den größten Einzelposten dar. Die Qualität der Media-Strategie und deren Umsetzung in einen Media-Einsatz-Plan entscheiden darüber, ob dieses Geld sinnvoll angelegt ist.

Anne Marx, unabhängige Media- und Kommunikationsberaterin, gibt Produkt- und Marketingmanagern einen praktischen Leitfaden an die Hand, der sie befähigt, als mündiger Gesprächspartner gegenüber Media-Anbietern und Media-Agenturen aufzutreten. Die Leser erfahren, wie sie von ihrer Agentur eine optimale Leistung einfordern, welche Honorare branchenüblich sind, wie Agenturen arbeiten (am Beispiel TV) und welche wichtigen Media-Begriffe sie kennen sollten. Im Anhang: Praktisches Media-Wissen, Berechnungsformeln für TKP, TLP und TAP, Kostenarten im Media-Einkauf sowie wichtige Organisationen und Verbände.

Die 2. Auflage wurde aktualisert und die Themen Social Media, Gaming, Mobile Marketing, Digital Retailling, Crossmedia Integration und TV grundlegend neu konzipiert.


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Product Details
  • ISBN-13: 9783834934680
  • Publisher: Gabler Verlag
  • Binding: Paperback
  • Height: 210 mm
  • No of Pages: 115
  • Series Title: German
  • Sub Title: Was Sie Über Medien Und Media-Agenturen Wissen Müssen
  • Width: 148 mm
  • ISBN-10: 3834934682
  • Publisher Date: 15 Mar 2012
  • Edition: 0002-2. Aufl. 2012
  • Language: German
  • Returnable: Y
  • Spine Width: 7 mm
  • Weight: 163 gr


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