"Viele Medienberater haben in den vergangenen Jahren »Erfolgsstrategien« für Radioprogramme verkauft. Alle diese Strategien haben eines gemeinsam: In einigen Märkten funktionieren sie, in anderen scheitern sie kläglich. Jens-Uwe Meyer zeigt, dass es kein Patentrezept gibt, das ein Programm zum
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Erfolg führt, sondern dass jeder Markt anders, jedes Programm individuell ist. Radio-Strategien von der Stange funktionieren nicht. Das Buch wirft einen kritischen Blick auf die Media-Analyse, zeigt die Möglichkeiten und Tücken der Marktforschung auf und stellt ein Modell für die ganzheitliche Steuerung von Radioprogrammen vor. Dieses strategische Modell umfasst sämtliche Bereiche des Programms: Nur wenn Musik und Moderation, Claims und Slogans, Trailer und Promos, Senderaktionen und -promotions, strategische Programmmarken und das Wortprogramm sinnvoll aufeinander abgestimmt sind, kann ein Sender seine Ziele optimal erreichen. Das Buch stellt den Gesamtprozess der strategischen Programmplanung systematisch und verständlich dar. Es enthält Beiträge von Radiopraktikern aus Marktforschung, Programmleitung, Moderation und Beratung. Das versammelte Hintergrundwissen und zahlreiche Beispiele machen es zu einem nützlichen Ratgeber für die Programmsteuerung und -planung." (Verlagsbeschreibung)
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"The idea of capturing, storing and sharing knowledge so as to learn lessons from the past and from elsewhere – overcoming the boundaries posed by time and space – is far from being a new one. In recent years, a growing movement has emphasised the improved application of knowledge and learning a
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s a means to improve development and humanitarian work. The movement has led to the widespread adoption of learning and knowledge-based strategies among the range of agencies involved in such work, including donor agencies, multilaterals, NGOs, research institutes, and the plethora of institutions based in the South, including national governments, regional organisations, and indigenous NGOs. This guide is aimed at staff working in all such organisations. There are 30 tools and techniques contained here, divided into five categories: i) Strategy Development; ii) Management Techniques; iii) Collaboration Mechanisms; iv) Knowledge Sharing and Learning Processes; and v) Knowledge Capture and Storage. Many of these tools are simple and trying them out requires nothing more than the desire to try something new, and the drive to ‘get on and do it’. Undertaking them effectively requires effective – sometimes advanced – facilitation and communication skills. Here, we have aimed to provide comprehensive accounts of how to apply such techniques, with a focus on the requirements of potential facilitators." (Introduction, page 2)
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"Although the retail book trade in Africa face problems and obstacles of equal magnitude as their publishing colleagues, bookselling in Africa has perhaps received less attention and support than the more “glamorous” area of publishing, but as is rightly pointed out in the foreword of this guide
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, booksellers have an important role to play in book development in Africa, and they have the capacity to nurture a culture of reading within the local community. This excellent guide is edited by two highly experienced African booksellers, and it also contains contributions by several successful booksellers from around the continent. Attractively designed and laid out in landscape format, the guide aims to assist both novice booksellers as well those with established businesses. Two introductory chapters set out bookselling in an African context and the role of the bookseller in the book chain, followed by seven themed chapters. These cover the establishment of a bookshop (and examining what opportunities exist for those new to the book trade), business planning and management, training staff, dealing with customers, and maintaining and expanding a bookselling business. They are supported by a number of case studies presenting real-life examples of successes, or failures. A final chapter deals with non-traditional methods of selling books, such as mobile bookselling, book clubs, street vendors, market book stalls, as well as online bookselling. Each chapter contains a wealth of practical, hard-nosed advice, not only on the day-to-day management of a bookshop, but also on all the finer aspects of running a successful retail operation. Additionally, the book includes a number of model guidelines and forms, and other documentation that provide examples of good practice, and good housekeeping. A series of appendices include resources for booksellers, listings of book trade organizations, associations, journals, and useful Web sites." (Hans M. Zell, Publishing, Books & Reading in Sub-Saharan Africa, 3d ed. 2008, nr. 2482)
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