Gabler Verlag
Werbewirkungsanalysen Für Neue Produkte (English, Karl-Heinz Sebastian)
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Product Description
About the Book
Bei neuen Produkten steht die Werbung vor einem Dilemma: einer- seits erscheint sie besonders wichtig, um Informationslücken und Akzeptanzwiderstände zu überwinden bzw. den Neuheitsvorteil möglichst effektiv zu nutzen; andererseits ist es noch schwie- riger als bei etablierten Produkten, die Werbewirkung exakt zu messen. Die Werbebudgetierung für neue Produkte zeichnet sich folglich durch extreme Unsicherheit aus. Der höhere Schwierigkeitsgrad de…
ISBN: 9783409136099
Book Specifications
| ISBN-13 | 9783409136099 |
| ISBN-10 | 3409136096 |
| Publisher | Gabler Verlag |
| Category | Gabler Verlag |
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