Praxisbuch Mailings: Print- und Online-Mailings planen, texten und gestalten
Saved in:
| Main Author: | |
|---|---|
| Format: | Book |
| Language: | German |
| Published: |
München
mi-Fachverl.
2009
|
| Series: | W & V, Werben & Verkaufen
|
| Subjects: | |
| Online Access: | Inhaltsverzeichnis |
| Physical Description: | 247 S. Ill., graph. Darst. 25 cm |
| ISBN: | 9783868800036 3868800034 |
Staff View
MARC
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| 650 | 7 | |a Customer Relationship Management |2 stw | |
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Record in the Search Index
| DE-BY-863_location | 1000 |
|---|---|
| DE-BY-FWS_call_number | 1000/QP 632 B265 |
| DE-BY-FWS_katkey | 384308 |
| DE-BY-FWS_media_number | 083101151312 |
| _version_ | 1824553583915302912 |
| adam_text | Titel: Praxisbuch Mailings
Autor: Baron, Gabriele
Jahr: 2009
Inhalt
Vorwort.................................................. 9
1 Grundlagen: Geschichte, Medien, Gesetzgebung............. 11
1.1 Entwicklung des Direktmarketings.................... 11
1.2 Position des Mailings im Marketing.................... 14
1.3 Medien des Direktmarketings......................... 15
1.4 Rechtliche Grundlagen.............................. 25
2 Planung: Strategie, Datenbank, Zielgruppe.................. 35
2.1 Analyse............................................ 36
2.2 Kommunikationsstrategie............................ 40
2.3 Database-Marketing................................. 42
2.4 Zielgruppenbestimmung............................. 53
2.5 Planung............................................ 64
2.6 Strategie........................................... 66
2.7 Zeitplanung........................................ 78
2.8 Budgetplanung..................................... 82
3 Kreation: Text und Gestaltung............................. 91
3.1 Grundlagen........................................ 91
3.2 Ideenfindung....................................... 105
3.3 Texterstellung...................................... 113
3.4 Gestaltungsmittel................................... 147
4 Mailing-Galerie: Beispiele und Fehler...................... 169
4.1 Praxisbeispiele...................................... 169
4.2 Kostspielige Fehler.................................. 184
4.3 Mailings - ein alter Hut?............................. 194
5 Durchführung: Produktion, Versand und Erfolgskontrolle..... 197
5.1 Produktion......................................... 197
5.2 Versand............................................ 201
5.3 Erfolgskontrolle.................................... 204
6 Ausblick:Analysen undTrends............................ 207
6.1 Generation 50plus................................... 208
6.2 Überzeugungsstrategien.............................. 209
6.3 Klasse vor Masse.................................... 211
6.4 Änderung im Kaufverhalten.......................... 212
6.5 Ethische Werbung................................... 214
Inhalt
Anmerkungen............................................. 219
Checklisten und Planungshilfen.............................. 221
Glossar................................................... 227
Kontakte und Adressen..................................... 233
Literatur.................................................. 239
Register.................................................. 241
Autoreninformation........................................ 247
|
| any_adam_object | 1 |
| author | Baron, Gabriele |
| author_facet | Baron, Gabriele |
| author_role | aut |
| author_sort | Baron, Gabriele |
| author_variant | g b gb |
| building | Verbundindex |
| bvnumber | BV035438986 |
| classification_rvk | QP 632 |
| ctrlnum | (OCoLC)320534518 (DE-599)DNB991650530 |
| dewey-full | 659.133 |
| dewey-hundreds | 600 - Technology (Applied sciences) |
| dewey-ones | 659 - Advertising and public relations |
| dewey-raw | 659.133 |
| dewey-search | 659.133 |
| dewey-sort | 3659.133 |
| dewey-tens | 650 - Management and auxiliary services |
| discipline | Wirtschaftswissenschaften |
| format | Book |
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| id | DE-604.BV035438986 |
| illustrated | Illustrated |
| indexdate | 2025-02-20T06:38:11Z |
| institution | BVB |
| isbn | 9783868800036 3868800034 |
| language | German |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-017359264 |
| oclc_num | 320534518 |
| open_access_boolean | |
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| owner_facet | DE-19 DE-BY-UBM DE-12 DE-1049 DE-859 DE-703 DE-860 DE-2070s DE-863 DE-BY-FWS |
| physical | 247 S. Ill., graph. Darst. 25 cm |
| publishDate | 2009 |
| publishDateSearch | 2009 |
| publishDateSort | 2009 |
| publisher | mi-Fachverl. |
| record_format | marc |
| series2 | W & V, Werben & Verkaufen |
| spellingShingle | Baron, Gabriele Praxisbuch Mailings Print- und Online-Mailings planen, texten und gestalten Customer Relationship Management stw Deutschland stw Direct Mailing Direktwerbung stw Zielgruppe stw Direct Mailing (DE-588)4210504-3 gnd |
| subject_GND | (DE-588)4210504-3 |
| title | Praxisbuch Mailings Print- und Online-Mailings planen, texten und gestalten |
| title_auth | Praxisbuch Mailings Print- und Online-Mailings planen, texten und gestalten |
| title_exact_search | Praxisbuch Mailings Print- und Online-Mailings planen, texten und gestalten |
| title_full | Praxisbuch Mailings Print- und Online-Mailings planen, texten und gestalten Gabriele Baron |
| title_fullStr | Praxisbuch Mailings Print- und Online-Mailings planen, texten und gestalten Gabriele Baron |
| title_full_unstemmed | Praxisbuch Mailings Print- und Online-Mailings planen, texten und gestalten Gabriele Baron |
| title_short | Praxisbuch Mailings |
| title_sort | praxisbuch mailings print und online mailings planen texten und gestalten |
| title_sub | Print- und Online-Mailings planen, texten und gestalten |
| topic | Customer Relationship Management stw Deutschland stw Direct Mailing Direktwerbung stw Zielgruppe stw Direct Mailing (DE-588)4210504-3 gnd |
| topic_facet | Customer Relationship Management Deutschland Direct Mailing Direktwerbung Zielgruppe |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=017359264&sequence=000004&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
| work_keys_str_mv | AT barongabriele praxisbuchmailingsprintundonlinemailingsplanentextenundgestalten |
Indexes
THWS Würzburg Zentralbibliothek Lesesaal
| Call Number: |
1000 QP 632 B265 |
|---|---|
| Copy 1 | ausleihbar Available Place a Hold |