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2018 | OriginalPaper | Buchkapitel

Humor erfolgreich in der Kommunikation verwenden

verfasst von : Martin Eisend, Alfred Kuß

Erschienen in: Handbuch Techniken der Kommunikation

Verlag: Springer Fachmedien Wiesbaden

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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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Titel: Humor erfolgreich in der Kommunikation verwenden
verfasst von: Martin Eisend
Alfred Kuß
Verlag: Springer Fachmedien Wiesbaden
Buch: Handbuch Techniken der Kommunikation
Print ISBN: 978-3-658-04652-1

Electronic ISBN: 978-3-658-04653-8

Copyright-Jahr: 2018
DOI: https://doi.org/10.1007/978-3-658-04653-8_24