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Ein Stimulation Model für die Marketingkommunikation

Author

Listed:
  • Schmidt, Tobias
  • Hummel, Cornelius
  • Herrmann, Maik

Abstract

Seit 20 Jahren versucht sich die Marketing-Industrie an der Integration von Content-Kreation und Mediaplanung – mit mässigem Erfolg. Die Autoren haben ein Stimulation Model entwickelt, das den verschiedenen, an der Umsetzung von Kampagnen beteiligten Funktionen als gemeinsames Paradigma dienen kann und so die Grundlage für das Erarbeiten effektiver Marketingkommunikation bildet.

Suggested Citation

  • Schmidt, Tobias & Hummel, Cornelius & Herrmann, Maik, 2023. "Ein Stimulation Model für die Marketingkommunikation," Marketing Review St.Gallen, Universität St.Gallen, Institut für Marketing und Customer Insight, vol. 40(6), pages 40-49.
    • Handle: RePEc:zbw:hsgmrs:306253
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