Kongruenz in der Crossmedia-Kommunikation : eine Untersuchung der Determinanten und Wirkungen
Christina Beyer ; mit einem Geleitwort von Prof. Dr. Manfred Kirchgeorg
| Year of publication: |
[2020]
|
|---|---|
| Authors: | Beyer, Christina |
| Other Persons: | Kirchgeorg, Manfred (foreword) |
| Institutions: | Springer Fachmedien Wiesbaden (publisher) |
| Publisher: |
Wiesbaden : Springer Gabler |
| Subject: | Mediamix-Strategie | Media mix | Werbewirkung | Advertising effects | Online-Marketing | Internet marketing | Erfolgsfaktor | Success factor | Media-Mix | Kommunikationspolitik | Kongruenz |
| Description of contents: | Table of Contents [gbv.de] ; Description [deposit.dnb.de] |
| Extent: | XX, 270 Seiten Illustrationen 21 cm x 14.8 cm |
|---|---|
| Series: | |
| Type of publication: | Book / Working Paper |
| Type of publication (narrower categories): | Hochschulschrift ; Lehrbuch ; Textbook |
| Language: | German |
| Thesis: | Dissertation, HHL Leipzig Graduate School of Management, 2018 |
| ISBN: | 978-3-658-28423-7 ; 3-658-28423-4 ; 978-3-658-28424-4 |
| Other identifiers: | 10.1007/978-3-658-28424-4 [DOI] |
| Classification: | Marketing |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10012119121