Auszug
In den vergangenen Jahren hat die Zahl der angebotenen Marken und Produkte kontinuierlich überproportional zugenommen. Doch nur wenige Marken schaffen es in das Awareness-Set der Verbraucher (vgl. Esch 2004, S. 27). Im Kampf um die begehrten Positionen in den KÖpfen der Nachfrager überfluten Unternehmen ihre Zielgruppen mit Marketingbotschaften (vgl. Dallmer 2002, S. 12; Belz 2003, S. 90 f.). Rezipienten müssen permanent eine Entscheidung darüber treffen, was aufnahmewürdig ist. Marketer und Kommunikationsmanager in Unternehmen stehen vor der Herausforderung, in diesem Informationsdschungel mit ihren Botschaften dennoch zu ihrer Zielgruppe durchzudringen — und das in Konkurrenz zum immer vielfältigeren und stärker individualisierten Medienangebot.
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Pellar, C. (2008). Cause-related Marketing goes 2.0. In: Belz, C., Schögel, M., Arndt, O., Walter, V. (eds) Interaktives Marketing. Gabler. https://doi.org/10.1007/978-3-8349-9859-0_37
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