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Wie Die Marke Zur Zielgruppe Kommt: Optimale Kundenansprache Mit Semiometrie

Wie Die Marke Zur Zielgruppe Kommt: Optimale Kundenansprache Mit Semiometrie

          
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About the Book

Wie findet eine Marke zu ihrer Zielgruppe? Welche Botschaften kommen an? Und wie lassen sich unnötige Streuverluste in der Kundenkommunikation vermeiden? Soziodemografische Merkmale allein versagen hier meist. Erst wenn klar ist, wie eine Zielgruppe "tickt", lassen sich adäquate und fein abgestimmte Marketingmaßnahmen entwickeln. André Petras und Vazrik Bazil beschreiben hier erstmals, welche Möglichkeiten Semiometrie für die qualitative Beschreibung von Zielgruppen bietet. Mithilfe dieses Instruments können die Wertvorstellungen von Zielgruppen ermittelt und geeignete Kommunikationskonzepte entwickelt werden. Das Buch enthält zahlreiche Beispiele aus Werbung und Marketing, Mustertexte mit Verbesserungsvorschlägen und ein Lexikon der 210 semiometrischen Signalwörter und verwandter Begriffe, damit die Konzeption und Umsetzung passgenauer Texte besser gelingt.


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Product Details
  • ISBN-13: 9783834905963
  • Publisher: Gabler Verlag
  • Binding: Hardback
  • Language: German
  • Returnable: Y
  • Spine Width: 13 mm
  • Weight: 513 gr
  • ISBN-10: 3834905968
  • Publisher Date: 12 Dec 2007
  • Height: 244 mm
  • No of Pages: 184
  • Series Title: German
  • Sub Title: Optimale Kundenansprache Mit Semiometrie
  • Width: 170 mm


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Wie Die Marke Zur Zielgruppe Kommt: Optimale Kundenansprache Mit Semiometrie
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