Gabler Verlag
Einsatz Des Werbecontrolling (English, Volker Janßen)
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Product Description
About the Book
Volker Jan en entwickelt ein Controllingkonzept f�r die Umsetzung klassischer Werbebudgets. Controllinggegenstand bildet eine Erfolgskette der Werbung, die sich aus einer Entscheidungs- und einer Wirkungskette zusammensetzt. Anhand eines darauf aufbauenden Simulationsmodells weist der Autor nach, da eine �bertragung der Controllingfunktion auf die Mediawerbung wesentlich zur Verbesserung der Planung und Kontrolle der werblichen Erfolgskette und s…
ISBN: 9783409115247
Book Specifications
| ISBN-13 | 9783409115247 |
| ISBN-10 | 3409115242 |
| Publisher | Gabler Verlag |
| Category | Gabler Verlag |
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