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Die Rolle und Bedeutung der Werbung im Automobil-Marketing

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Book Details
Language
German
Publishers
Springer Gabler; 2024th edition (20 Jun. 2024)
Weight
0.45 KG
Publication Date
21/07/2024
ISBN-10
3658449128
Pages
383 pages
ISBN-13
9783658449124
Dimensions
14.81 x 2.01 x 21.01 cm
SKU
9783658449124
Author Name
Claus Hutter (Author)
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Im Fokus dieser empirisch-medienwissenschaftlichen Studie stehen die Endkunden*innen und Experten*innen aus der Autoindustrie, dem Autohandel und der Kreativwirtschaft im DACH-Raum. Claus Hutter untersucht neben der Rolle und Bedeutung der Automobilwerbung als integrativer Bestandteil des Marketing-Mix auch die interdisziplinären Betrachtungen der Werbepsychologie, Positionierung und deren Einfluss hinsichtlich des Werbeerfolges auf der Kundenreise.

Diese umfassende Untersuchung liefert wertvolle Erkenntnisse einerseits für die werblichen Rezeptionsprozesse und Interferenzen von Endkunden und andererseits Handlungsempfehlungen für wirtschaftliche Stakeholder. .

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