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Werbeagenturen und Markenführung

Werbeagenturen und Markenführung

          
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About the Book

Inhaltlich unveränderte Neuauflage. Die Bedeutung von Marken ist in den letzten 50 Jahren konstant gewachsen. Die Erfolgsgeschichte einer Marke hängt von der konstanten, strategischen Führung ab. Werbeagenturen haben dieses wichtige Segment des Marketings für sich erkannt. Wenn Werbeagenturen ihren Kunden aufwendige Positionierungsbeschreibungen verkaufen, stellt sich die Frage, ob Werbeagenturen auch sich selbst bewusst ein Image geben und wie professionell sie dabei vorgehen. Um das zu beurteilen, wird in der vorliegenden Arbeit mit Hilfe einer Inhaltsanalyse folgenden Fragen nachgegangen: wie konsistent sind die Selbstdarstellungen in sich und wie differenzierend von den anderen - können sie dazu beitragen neue Kunden zu gewinnen und alte Kunden zu halten? Diese Arbeit liefert für Agenturen eine interessante Fremdbetrachtung des Marktes und die Möglichkeit das eigene Selbstdarstellungskonzept mit dem der anderen zu vergleichen. Weiterhin bietet diese Arbeit Unternehmen eine Übersicht über die deutsche Agenturlandschaft und den professionellen Umgang der Agenturen mit der Dienstleistungen, die sie verkaufen, wenn sie frei von Kundenvorgaben auf sich selbst gestellt sind.


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Product Details
  • ISBN-13: 9783639412895
  • Publisher: KS Omniscriptum Publishing
  • Publisher Imprint: AV Akademikerverlag
  • Height: 229 mm
  • No of Pages: 136
  • Spine Width: 8 mm
  • Width: 152 mm
  • ISBN-10: 3639412893
  • Publisher Date: 18 May 2012
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Weight: 213 gr


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