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Jorg Tropp
Moderne Marketing-Kommunikation [PDF ebook]
System – Prozess – Management

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Cover von Jorg Tropp: Moderne Marketing-Kommunikation (PDF)

Das Lehrbuch gibt vor einem kommunikationswissenschaftlichen Hintergrund einen Überblick über die Grundlagen und das Management Moderner Marketing-Kommunikation. Ausgehend von der systematischen Aufbereitung der neueren Entwicklungen wird der Marketing-Kommunikationsprozess und dessen Management gegliedert nach seinen einzelnen Phasen dargestellt. Besondere Berücksichtigung finden dabei die neuen Kommunikationsdisziplinen wie Utility Marketing, Guerilla Marketing oder Word-of-Mouth-Marketing. In der überarbeiteten Auflage des Buches, das zu den Standardwerken in der Literatur zur marketingbezogenen Organisationskommunikation zählt, sind die neuesten Entwicklungen der Marketingkommunikation wie Content Marketing und Owned Media aufgenommen worden. Weiterhin stellen zahlreiche aktuelle nationale und internationale Beispiele einen hohen Praxisbezug sicher. Vertiefend kann über QR-Codes auf audiovisuelle Fallstudien sowie Konzeptvideos vom Kampagnen zugegriffen werden, die beim International Festival of Creativity prämiert wurden.

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Sprache Deutsch ● Format PDF ● ISBN 9783531199139 ● Verlag VS Verlag fur Sozialwissenschaften ● Erscheinungsjahr 2014 ● herunterladbar 3 mal ● Währung EUR ● ID 6315524 ● Kopierschutz Adobe DRM

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