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Werbewirkung und Markterfolg: Marktübergreifende Werbewirkungsanalysen (Managementwissen Für Studium Und Praxis) - Hardcover

Ellinghaus, Uwe

 
9783486249934: Werbewirkung und Markterfolg: Marktübergreifende Werbewirkungsanalysen (Managementwissen Für Studium Und Praxis)
Hardcover
ISBN 10: 3486249932 ISBN 13: 9783486249934
Publisher: De Gruyter Oldenbourg, 2017
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Die Frage, ob und wie Werbung wirkt, erhält ihre Wucht allein schon durch jährliche Werbeaufwendungen von mehr als 62 Milliarden DM in der Bundesrepublik Deutschland. Da Absatzmenge und Marktanteil als Zielgrößen zur Messung des Werbeerfolgs auch von anderen Marketing-Mix-Variabelen beeinflußt werden, außerökonomische Variablen (wie Markenbekanntheit, Werbeerinnerung und andere) aber allein den hohen Werbeaufwand nicht rechtfertigen, untersucht das Werk auf der Basis umfangreicher empirischer Daten die Frage, ob Werbung die hinsichtlich der außerökonomischen Zielgrößen erfolgreich ist, auch am Markt zu entsprechenden Erfolgen führt.

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  • PublisherDe Gruyter Oldenbourg
  • Publication date2017
  • ISBN 10 3486249932
  • ISBN 13 9783486249934
  • BindingHardcover
  • Number of pages274

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Book Description Buch. Condition: Neu. This item is printed on demand - it takes 3-4 days longer - Neuware -Die Frage, ob und wie Werbung wirkt, erhält ihre Wucht allein schon durch jährliche Werbeaufwendungen von mehr als 62 Milliarden DM in der Bundesrepublik Deutschland. Da Absatzmenge und Marktanteil als Zielgrößen zur Messung des Werbeerfolgs auch von anderen Marketing-Mix-Variabelen beeinflußt werden, außerökonomische Variablen (wie Markenbekanntheit, Werbeerinnerung und andere) aber allein den hohen Werbeaufwand nicht rechtfertigen, untersucht das Werk auf der Basis umfangreicher empirischer Daten die Frage, ob Werbung die hinsichtlich der außerökonomischen Zielgrößen erfolgreich ist, auch am Markt zu entsprechenden Erfolgen führt. 272 pp. Deutsch. Seller Inventory # 9783486249934

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