2009 | OriginalPaper | Chapter
Hybride Medienkonzepte für das interne Marketing
Authors : Michael Reiß, Dirk Steffens
Published in: Weltwirtschaft 2010
Publisher: Springer Berlin Heidelberg
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The authors show that hybrid media concepts within internal marketing did find a good diffusion. Four mediamix types are presented. The intensity of media diversification is depending on the magnitude of change project. Electronic media are getting more important. Interesting empirical results are presented (interviews with experts).