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Strategisches Kampagnenmanagement/E-Mediaplanung-Ich sehe was, was Du nicht siehst

In: Digitales Dialogmarketing

Author

Listed:
  • Nils M. Hachen

    (Zenithmedia GmbH)

Abstract

Zusammenfassung Im Grunde haben alle Unternehmen dieselbe Frage: Wie setze ich mein Budget effizient ein? Dabei machen Aussagen wie „Ich kann den Werbeeuro nur einmal ausgeben“ oder der berühmte Satz von Henry Ford die Runde: „Ich weiß, dass ich die Hälfte der Werbegelder zum Fenster herauswerfe. Ich weiß nur nicht, welche Hälfte.“ Heute gelten die Begriffe Customer Journey oder Big Data als die Allheilmittel.

Suggested Citation

  • Nils M. Hachen, 2014. "Strategisches Kampagnenmanagement/E-Mediaplanung-Ich sehe was, was Du nicht siehst," Springer Books, in: Heinrich Holland (ed.), Digitales Dialogmarketing, edition 127, chapter 25, pages 653-666, Springer.
    • Handle: RePEc:spr:sprchp:978-3-658-02541-0_25
    DOI: 10.1007/978-3-658-02541-0_25
    as

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