E-Book (pdf) Strategie und Technik der Werbung von Werner Kroeber-Riel, Franz-Rudolph Esch
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Advertising is full of replaceable, boring and weak ads, which neither shape nor increase brand profiles. There is a gap of professionalism between the development and the placement of advertisement. Gut instinct has to be replaced by founded knowledge. Advertisement has to adapt to market and communication conditions. This is viable for classical advertising as well as internet and new media ads. Strategies and techniques of advertising are explained academically sound, comprehensible and up to date.

Autorentext

The classic textbook by Prof. Dr. Werner Kroeber-Riel (1934-1995) has been continued by Prof. Dr. Esch. He is head of marketing and holds the chair for brand management and car marketing, director of the automotive institute for management, director of the institute for brand and communication research of the EBS Business School in Oestrich-Winkel and founder and academic council of ESCH. The Brand Consultants, Saarlouis.
Titel
Strategie und Technik der Werbung
Untertitel
Verhaltenswissenschaftliche und neurowissenschaftliche Erkenntnisse
Autor
Werner Kroeber-Riel
Franz-Rudolph Esch
Editor
Hermann Diller
Richard Köhler
EAN
9783170262591
ISBN
978-3-17-026259-1
Format
E-Book (pdf)
Hersteller
Kohlhammer
Herausgeber
Kohlhammer
Genre
Werbung, Marketing
Veröffentlichung
27.05.2015
Digitaler Kopierschutz
Wasserzeichen
Dateigrösse
18.89 MB
Anzahl Seiten
460
Jahr
2015
Untertitel
Deutsch
Auflage
8., aktualisierte und überarbeitete Auflage
Lesemotiv
Verstehen