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Crossmedia-ManagementMartin Schneider untersucht, welche Vorgehensweise bei der Einfhrung einer Crossmedia Strategie empfehlenswert ist und welche Chancen sie fr Fernsehsender bietet. Er zeigt, welche Organisationsstruktur sich fr TV Sendern mit crossmedialer Ausrichtung anbietet und wie ein Controllingsystem gestaltet werden kann, um den Erfolg der strategischen Neuausrichtung zu messen und zu steuern. Publication Year: 2008 Imprint: Deutscher Universittsverlag
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