Influencer Marketing: Grundlagen, Strategie und Management
- ISBN-10
- 3825253104
- ISBN-13
- 9783825253103
- Category
- Business & Economics
- Pages
- 244
- Language
- German
- Published
- 2020-03-09
- Publisher
- UTB GmbH
- Authors
- Christof Seeger, Julia F. Kost
Description
Das Influencer Marketing hat sich in Deutschland in den vergangenen Jahren immer mehr etabliert und entwickelt sich langsam aus der Experimentierphase zu einem wesentlichen Baustein der Marketing-Strategie von Unternehmen. Dabei kristallisieren sich immer mehr Standards und allgemeingültige Regeln heraus. Dieses Buch beleuchtet relevante Aspekte des Influencer Marketings und beschreibt unterschiedliche Typen von Meinungsmachern. Es ordnet das Influencer Marketing als Trend und Kommunikationsform in den Marketing-Mix ein und gibt praktische Tipps für die Umsetzung aus verschiedenen Perspektiven: von der Marketingstrategie und der Auswahl geeigneter Multiplikatoren über das Projektmanagement und den Umgang mit Influencern bis hin zur Erfolgsmessung. Ein Einblick in die rechtlichen Rahmenbedingungen rundet das Buch ab.
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Other editions
-
- 2020-11-30
- 310 pages
- Ebook
- Routledge
-
- 2019-12-25
- 152 pages
- Paperback
- Independently Published
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