£65.68

Gabler Verlag Anzeigenmarketing im Verlag: Eine empirische Analyse der Marketingressourcen und Marketingkompetenzen im Anzeigenmarketing von Zeitschriftenverlagen

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Price History & Forecast

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Last 612 days • 612 data points (No recent data available)

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£66.46 £61.03 £62.21 £63.40 £64.58 £65.77 £66.95 12 June 2024 11 November 2024 13 April 2025 13 September 2025 13 February 2026

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40 days 103 days 469 days 0 117 235 352 469 £62 £64 £66 Days at Price

Price Analysis

Most common price: £66 (469 days, 76.6%)

Price range: £62 - £66

Price levels: 3 different prices over 612 days

Description

Die Erzielung von Anzeigenerlösen ist für die Finanzierung von Printprodukten und damit für die wirtschaftliche Existenz von Verlagen von grundlegender Bedeutung. Obwohl das Anzeigenmarketing eine wesentliche Rolle für die Höhe des mit einem Print-Werbeträger erzielten Anzeigenumsatzes spielt, liegen bisher kaum Erkenntnisse darüber vor, welche Faktoren den nachhaltigen Erfolg des Anzeigenmarketings beeinflussen. Auf der Grundlage des ressourcentheoretischen Ansatzes identifiziert Richard Pelz verlagsspezifische Marketingressourcen und -kompetenzen als wesentliche Erfolgsfaktoren des Anzeigenmarketings. Mithilfe von Strukturgleichungsmodellen werden die theoretisch hergeleiteten Hypothesen zu Marketingressourcen und -kompetenzen empirisch überprüft. Die empirische Analyse anhand von 196 deutschen Publikumszeitschriften zeigt, dass reichweitenbezogene Faktoren sowie Marketingkompetenzen in den Bereichen Marktwahrnehmung, Positionierung, Produktkonfiguration, Service, Preissetzung, Anzeigenverkauf und Kommunikation den Erfolg eines Werbeträgers auf dem Anzeigenmarkt stark beeinflussen.

Product Specifications

Format
paperback
Domain
Amazon UK
Release Date
26 February 2008
Listed Since
27 January 2009

Barcode

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