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Axel Theobald liefert einen umfassenden Leitfaden zu den notwendigen Handlungsabläufen sowie zu den aktuellen Anwendungsbereichen der Online-Marktforschung. Die Themengebiete werden auch für den (bisherigen) Laien - trotz der Komplexität und der Fülle von Einzelaspekten, die es bei der...
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What is integrated marketing communications? -- Digital media environments -- IMC budgets and objectives -- Brand research and consumer insights -- Target audiences and segmentation -- Creative development -- Media planning methods -- Advertising campaigns -- Sales promotion strategies -- Brand...
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Throughout the book, theoretical foundations necessary for understanding Electronic Commerce (EC) are presented, ranging from consumer behavior to the economic theory of competition. Furthermore, this book presents the most current topics relating to EC as described by a diversified team of...
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