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Humor erfolgreich in der Kommunikation verwenden

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Book cover Handbuch Techniken der Kommunikation

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Zusammenfassung

Humor in der Marketingkommunikation ist weit verbreitet. Unternehmen setzen Humor ein, um ihre Zielgruppen positiv in ihrem Verhalten gegenüber den Angeboten des Unternehmens zu beeinflussen. Der Einsatz von Humor in der Kommunikation bietet dabei Chancen, aber auch einige Risiken. Der Beitrag gibt umfassende Handlungsempfehlungen wie Humor in der Marketingkommunikation effektiv eingesetzt und zentrale Gefahren vermieden werden können.

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Author information

Authors and Affiliations

  1. Professur für Betriebswirtschaftslehre, insbesondere Marketing, Wirtschaftswissenschaftliche Fakultät, Europa-Universität Viadrina Frankfurt (Oder), Frankfurt (Oder), Deutschland

    Martin Eisend

  2. Marketing-Department (Emeritus), Fachbereich Wirtschaftswissenschaft, Freie Universität Berlin, Berlin, Deutschland

    Alfred Kuß

Authors
  1. Martin Eisend
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  2. Alfred Kuß
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Correspondence to Alfred Kuß .

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Editors and Affiliations

  1. Bergische Universität Wuppertal, Wuppertal, Germany

    Tobias Langner

  2. EBS Business School, Oestrich-Winkel, Germany

    Franz-Rudolf Esch

  3. Universität Basel, Basel, Switzerland

    Manfred Bruhn

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Eisend, M., Kuß, A. (2018). Humor erfolgreich in der Kommunikation verwenden. In: Langner, T., Esch, FR., Bruhn, M. (eds) Handbuch Techniken der Kommunikation. Springer Reference Wirtschaft . Springer Gabler, Wiesbaden. https://doi.org/10.1007/978-3-658-04653-8_24

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  • DOI: https://doi.org/10.1007/978-3-658-04653-8_24

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  • Publisher Name: Springer Gabler, Wiesbaden

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  • Online ISBN: 978-3-658-04653-8

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