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Spezialprobleme der internationalen Werbebudgetierung

Spezialprobleme der internationalen Werbebudgetierung

Adrienne Cansier

78,88 €
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Editorial:
Springer Nature B.V.
Año de edición:
2005
Materia
Ventas y marketing
ISBN:
9783824491483
78,88 €
IVA incluido
Disponible

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Sobre IBD

Unter bisher in der Literatur nicht gängigen Perspektiven analysiert Adrienne Cansier die verschiedenen Problembereiche der internationalen Werbebudgetierung modelltheoretisch. Insbesondere die Diffusionstheorie, die Informationsökonomik und die evolutionäre Spieltheorie erweisen sich dabei als geeignete Erklärungsmodelle. Die Autorin zeigt Ansätze zur Entwicklung von Handlungsempfehlungen auf und gibt Anregungen zur Gestaltung der internationalen Politik multinationaler Industrie- und Handelsunternehmen.

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