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Markenmanagement im Medienbereich

Markenmanagement im Medienbereich


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About the Book

Inhaltlich unveränderte Neuauflage. Die große Medienkrise am Anfang des Jahrtausends hat die gesamte Medienbranche und in Deutschland speziell den Zeitungs- und Verlagsbereich in eine wirtschaftlich schwierige Situation gebracht. Auch der Süddeutsche Verlag, mit dem Hauptprodukt der, Süddeutschen Zeitung", hatte mit einem extremen Verlust an Einnahmen zu kämpfen. Neben massiven Kosteneinsparungen entwickelte man ein Gesamtkonzept, das die Zeitung wieder zum Erfolg führen sollte. Ein Aspekt war die Markendehnung, die Entwicklung der Zusatzgeschäfte unter der Marke, SZ". Man nutzt nun die Marke, Süddeutsche Zeitung", um darunter auch andere Produkte wie Bücher, CDs oder DVDs zu verkaufen. Die SZ war die erste Zeitung, die dieses Konzept verfolgte, inzwischen ist die Konkurrenz jedoch größer geworden und der Markt geht einer Sättigung. Da Werbung relativ teuer ist, konzentriert man sich bei den Marketingaktivitäten verstärkt auf Öffentlichkeitsarbeit, auf Produkt-PR. Die SZ tritt aber nun gleichzeitig als Zeitung und als Verlag auf. Dies ist eine schwierige Situation für die im Rahmen der Produkt-PR stattfindende Presse- und Medienarbeit. Im Mittelpunkt der Arbeit stehen diese spezielle Situation und ihre Auswirkungen.


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Product Details
  • ISBN-13: 9783639424157
  • Publisher: KS Omniscriptum Publishing
  • Publisher Imprint: AV Akademikerverlag
  • Height: 229 mm
  • No of Pages: 124
  • Spine Width: 7 mm
  • Width: 152 mm
  • ISBN-10: 3639424158
  • Publisher Date: 06 Jun 2012
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Weight: 240 gr


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