Werbemixplanung bei mehrfacher, psychographischer Zielsetzung (English shop)

Eine modellorientierte Analyse des Entscheidungsprozesses und Entwicklung von Entscheidungshilfen zur Werbemixplanung

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Model-based advertising mix planning for several psychographic advertising objectives to be pursued simultaneously has remained largely unconsidered in the literature and in practice as analytical-compositional advertising budget and mix planning, even though psychographic advertising effects as advertising objectives are much more closely related to advertising activities than economic objectives, and an improved budget allocation is considerably more advantageous than an increase in the budget.

Raoul Piechatzek examines the decision-making process associated with advertising mix planning under multiple psychographic objectives in order to support practitioners in coping with advertising mix planning tasks. The author pays particular attention to the model-oriented analysis of the decision-making process under multiple objectives and to the development of decision aids for advertising mix planning, which are illustrated by means of quantitative examples.

The book is aimed at lecturers and students of business administration and operations research specialising in marketing, advertising and multi-criteria decision making, as well as at executives in the advertising industry who deal with advertising budget and advertising mix planning.