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Werbekonzeption Und Briefing: Ein Praktischer Leitfaden

Werbekonzeption Und Briefing: Ein Praktischer Leitfaden


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About the Book

Werbe- oder Kommunikationsberater in Unternehmen, Kontakter oder Strategic Planner in Agenturen oder Consultants mussen Geschaftsstrategien analysieren, Elemente aus der Marketingtheorie praxisgerecht umsetzen und daraus Entscheidungen zur Kommunikation konsistent ableiten. Unterstutzt durch eine Fulle von Beispielen prasentiert dieses Buch einen praxisbewahrten Ansatz, ein "Konzept fur Konzepte".

About the Author :
RALPH ERIK HARTLEBEN Jahrgang 1954, ist seit 2004 selbstandiger Revisor und Unternehmensberater zur Steigerung der Effizienz und der Effektivitat in Marketing, Kommunikation und Messewesen. Seit 2006 ist er au?erdem Professor fur "Internationales Marketing und Unternehmensfuhrung" an der Hochschule fur angewandte Wissenschaften Amberg-Weiden. Zuvor fuhrte er in der Industrie zahlreiche Kommunikationsprojekte und Controllingaufgaben im In- und Ausland durch - mehr als 15 Jahre davon in Managementverantwortung. Seit 1993 ist er Dozent an der Bayerischen Akademie fur Marketing und Werbung in Nurnberg. Neben Ma?nahmen und Tools zur Verbesserung der strategischen Ausrichtung von Kommunikation ist ein besonderer Schwerpunkt seines Portfolios die Anwendung von Balanced Scorecards zum Performance-Management speziell in der Kommunikation und bei Messen.

Review :
Aus einer Rezension zur ersten Auflage: "Mit zahlreichen Tipps, Beispielen und Checklisten wird der Leser von der Idee zum fertigen Konzept gefuhrt." (absatzwirtschaft, 8/02) "Die Entwicklung von Werbekonzeptionen mit ihren komplexen Anforderungen anhand konkreter Erfahrungen und Beispiele fur den Praxiseinsatz ziehen sich wie ein roter Faden durch das Buch: Aus der Praxis fur die Praxis." (Peter Reichard, Druck- und Medien - ABC, Heft 1, Oktober 2004)


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Product Details
  • ISBN-13: 9783895782275
  • Publisher: Wiley-VCH Verlag GmbH
  • Publisher Imprint: Wiley-VCH Verlag GmbH
  • Height: 148 mm
  • Returnable: N
  • Weight: 790 gr
  • ISBN-10: 3895782270
  • Publisher Date: 09 May 2005
  • Binding: Hardback
  • Language: German
  • Sub Title: Ein Praktischer Leitfaden
  • Width: 223 mm


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