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Marketingkommunikation: Grundlagen, Wirkungsweise Und Anwendung
Paperback
ISBN13: 9783658467258
Publisher: Springer Gabler
Published: Jan 27 2025
Pages: 270
Weight: 1.00
Height: 0.59 Width: 6.69 Depth: 9.61
Language: German
Die Marketingkommunikation ist ein zentraler Bestandteil der Marketingaktivitäten von Unternehmen, mit der Konsument: innen überzeugt werden sollen, sich für das Angebot eines Unternehmens zu entscheiden. So wie die Entwicklung der Kommunikation und der Medienlandschaft sehr dynamisch ist, so ist auch die Marketingkommunikation ständigen Veränderungen und Neuerungen unterworfen. Umso wichtiger ist es daher für die praktische Anwendung der Marketingkommunikation, ein grundsätzliches und von allen kurzfristigen Dynamiken und Veränderungen unabhängiges Verständnis der Funktionsweise und der Einflussmöglichkeiten der Marketingkommunikation zu besitzen. Martin Eisend stellt die allgemeinen Muster, Mechanismen, Prozesse und Wirkungen der Marketingkommunikation dar; dabei hat das Buch einen starken Praxisbezug. Zur Veranschaulichung tragen zahlreiche Beispiele sowohl aus dem deutschsprachigen als auch dem internationalen Raum bei.
Zielgruppen sind insbesondere - aber nicht ausschlie lich - fortgeschrittene Studierende betriebswirtschaftlicher und kommunikationswissenschaftlicher Programme.
Zudem erhalten Sie Zusatzmaterial via App: Laden Sie die Springer Nature Flashcards-App herunter und nutzen Sie exklusive Inhalte, um Ihr Wissen zu überprüfen.
Der Inhalt
Grundlagen der Marketingkommunikation - Wirkungen der Marketingkommunikation - Theoretische Grundlagen der Marketingkommunikation -Theorien zur Wirkung von Marketingkommunikation - Theorien der ineffektiven Marketingkommunikation - Quellen (Prominente, Influencer, Konsument: innen etc.) - Rationale Botschaften - Emotionale Botschaften - Gestaltungselemente von Botschaften - Kommunikationskanäle - Empfänger: innen - Kontexte - Management von Marketingkommunikation - Internationale Marketingkommunikation - Ethik in der Marketingkommunikation
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