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 Entwicklung eines praxisorientierten Messinstruments Erfolgskontrolle von Events im Autohaus.
Наименование:

Entwicklung eines praxisorientierten Messinstruments Erfolgskontrolle von Events im Autohaus.

автор Daniela S.Q. издательство Книга по Требованию Маркетинг в рекламе. Коммуникативная и интегративная сущность кампаний
Cтраниц 116        мягкая обложка       
Аннотация:Ein grundlegendes Verstaendnis fuer den Eventmarketingprozess ist Ausgangspunkt fuer die Erfolgskontrolle. Das Buch gibt einen Uberblick ueber das Kommunikationsinstrument Eventmarketing und geht auf Besonderheiten von Marketingevents im Automobilhandel ein. Doch wie lassen sich Events systematisch auf Effizienz und Effektivitaet kontrollieren? An diesem Punkt versucht Eventmarketing einzugreifen und mit Hilfe von Erlebnisinszenierungen Teilnehmer aktiv ins Geschehen einzubinden. Dazu finden im Autohaus regelmaessig Events statt. Eventmarketing ist in den letzten Jahren zu einem strategischen Element der Unternehmenskommunikation geworden. Der Automobilmarkt gehoert zu den gesaettigten Maerkten, die durch Austauschbarkeit von Produkten gekennzeichnet sind. Darauf aufbauend wird gezeigt, wie die Entwicklung eines Messinstruments erfolgen kann und was bei der Anwendung zu beachten ist. Botschaften erreichen potentielle Kaeufer nicht mehr im gewuenschten Masse. In vielen Branchen ist ein Wandel vom Produktwettbewerb zum Markenwettbewerb zu verzeichnen. Besonders beim nach wie vor emotionalsten Produkt der Welt, dem Automobil, ist die Vermittlung eines Erlebnisnutzens daher enorm wichtig.
Автор: Daniela S.Q.
Издательство: Книга по Требованию
Год:2008
Цена:
2007 руб
Нет в наличии
Поиск: Entwicklung eines praxisorientierten Messinstruments Erfolgskontrolle von Events im Autohaus.
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