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 Gender Marketing online. Grundlagen und Chancen einer geschlechtsspezifischen Online-Mediaplanung
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Gender Marketing online. Grundlagen und Chancen einer geschlechtsspezifischen Online-Mediaplanung

автор Anne H. издательство Книга по Требованию Маркетинг в рекламе. Коммуникативная и интегративная сущность кампаний
Cтраниц 136        мягкая обложка       
Аннотация:Welche Produkt- und Themenwelten sind fuer Maenner und Frauen im Internet interessant? Das Buch richtet sich an Werbetreibende und Marketingverantwortliche in Unternehmen, an Forschende im Bereich Online-Kommunikation und Mediennutzung sowie an Studierende. Welche Online-Medien nutzen die Geschlechter? Bohrmaschinen speziell fuer Frauen oder Diaet-Cola fuer Maenner – Gender Marketing spielt eine immer groessere Rolle. Die Autorin integriert interdisziplinaer Aspekte der Online-Marketing-Kommunikation in das Forschungsgebiet des Gender Marketing. Konzentrierte sich die bisherige Literatur auf die geschlechtssensible Kommunikation in den klassischen Werbemedien, traegt dieses Buch der wachsenden Bedeutung des Internets Rechnung. Dabei liegt der Fokus auf dem Teilbereich der Online-Mediaplanung bzw. Mediaforschung. Die theoretische Exploration und empirische Hypothesenpruefung widmen sich u. a. folgenden Fragestellungen: Wie und warum unterscheidet sich das Verhaeltnis der Geschlechter zum technischen Medium Internet? Als Ergebnis identifiziert die Autorin neue, vielversprechende Strategien einer geschlechtsspezifischen Online-Kommunikation. Sind diese stereotyp oder befinden sie sich im Wandel?
Автор: Anne H.
Издательство: Книга по Требованию
Год:2009
Цена:
2415 руб
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Поиск: Gender Marketing online. Grundlagen und Chancen einer geschlechtsspezifischen Online-Mediaplanung
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