Marketing and the Internet: conceptual foundations
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Upper Saddle River, NJ
Prentice Hall
2001
|
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis Klappentext |
| Beschreibung: | XXII, 362 S. Ill., graph. Darst. 24 cm |
| ISBN: | 0130169757 |
Internformat
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Datensatz im Suchindex
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| adam_text | Contents
Preface
Acknowledgments
SECTION ONE: DEVELOPING A CONCEPTUAL FRAMEWORK FOR
MARKETING AND THE INTERNET
CHAPTER
Why Marketing and the Internet?
An Abbreviated History
Mass Communication and Demand
From an Industrial Economy to a Digital Economy
The Internet as Just Another Technology
What Is the Internet?
What Is Different About Marketing With the Internet?
Technological Characteristics of the Internet
The Internet s History
Integrating People and Technology: The Rise of the World Wide Web
Integrating Marketing and the Internet: Old Concepts, New Opportunities
Marketing Efforts and Electronic Commerce
Origins of Electronic Commerce
The Changing Face of Electronic Commerce
About This Book
Sections of the Book
Learning Tools
Chapter Summary
Review Section
Key Terms
Review Questions
Thinking Points
Suggested Readings
ix
X
CHAPTER
and the Internet
Why Do We Need a Framework?
Framework Objectives
The Framework s Basic Premise
Marketing as Exchange
The General Framework
Marketers and Consumers: The Central Exchange Context
Policy and the Marketing Environment
Technology and the Marketing Environment
Relationships as Vehicles for Exchange
Relationships
What Is Exchanged?
Resources as the Bases for Exchange
Resource Theory and Exchange Processes
Resource Theory and the Internet
Resource Theory and Marketing Opportunity on the Internet
Chapter Summary
Combining Resources and Relationships: Looking Ahead
Review Section
Key Terms
Review Questions
Thinking Points
Suggested Readings
SECTION TWO: THE FRAMEWORK IN DEPTH: PERSPECTIVES
ON MARKETING AND THE INTERNET
CHAPTER
Describing Online Consumer Behavior
Descriptive Research and Internet-Related Consumption
Understanding Online Consumer Behavior
Resources in the Internet Environment
Money as a Resource: Getting It, Transferring It, Using It
Information as an Online Resource
Getting the Goods Via the Internet
Services and the Internet
Status as a Resource
Love as a Resource
Chapter Summary
Contents
Review
Key
Review
Thinking
Suggested Readings
CHAPTER
Marketers in the Marketspace
A Company Focus
A Product Focus
A Customer Focus
Describing the Company and Internet Interaction
Understanding the Internet s Influence on Marketing
Effects of the Internet Environment
Facilitating Capabilities of the Internet
Challenges of the Internet Environment
Environmental Effects on Company Structure and Function
Environmental Effects on Channel Structure and Power
Environmental Effects on Competitive Activity
Environmental Effects on Consumer Acquisition and Retention
Environmental Effects on Market Conditions
Responding to Challenge: Opportunities in Marketspace
Strategic Objectives and the Internet Environment
Strategic Objectives and Consumers Resource Goals
Chapter Summary
LookingAhead
Review Section
Key Terms
Review Questions
Thinking Points
Suggested Readings
CHAPTER
The Technology That Makes the Internet Possible
What Is a Network?
A Network of Networks
Internet Technologies as a Channel
The User at the End of the Channel
Access to Computer Communications
The Outside World
A Unified Channel Structure
XU Contents
Channel
Technology and the Central Exchange Environment
The Technology and Marketer Relationship
The Technology and Consumer Relationship
Technology and Security
Chapter Summary
Review Section
Key Terms
Review Questions
Thinking Points
Suggested Readings
CHAPTER
Government and Regulatory Policy
Aspects of Government Policy
Agencies and Their Activities
Brief History of Public Policy
Timeline of Regulation
Applying Policy to the Internet
The Issue of Universal Access
Information Use and Internet Regulation
Policy and Exchange Relationships in the Internet Environment
Issues of Market Function
Issues of Consumer Protection
Chapter Summary
Review Section
Key Terms
Review Questions
Thinking Points
Suggested Readings
SECTION THREE: INTEGRATING THE PERSPECTIVES:
THE INTERNET AS A MARKETING
ENVIRONMENT
CHAPTER
Environment
The Caveats of Change and Constraint
Key Forces in a Changing Marketing Environment
A Population Ecology Approach to the Marketing Environment
Population Ecology and Competition in Markets
Competition, Niches, and the Internet Ecology
Contents xiii
Characteristics
From Marketplace to Marketspace
An Evolving Market Structures Perspective
The Internet Ecology and the Value Chain
Two Types of Market Structures
Chapter Summary
Review Section
Key Terms
Review Questions
Thinking Points
Suggested Readings
CHAPTER
Types of Planning: An Overview
What Is Strategic Planning?
From Strategic Planning to Marketing Planning
Marketing Planning in Depth
Defining Opportunities: What Should We Do?
Leveraging Resources: How Should We Do It?
Internet Effects on Strategy Development: Planning
The Internet Affects Motivation for Planning
The Internet Affects Processes for Planning
The Internet Affects Outcomes of Planning
Internet Effects on Strategy Implementation: Marketing Action
The Internet and Strategic Objectives
Chapter Summary
Review Section
Key Terms
Review Questions
Thinking Points
Suggested Readings
SECTION FOUR: APPLYING THE FRAMEWORK: MARKETING
ACTION IN THE INTERNET ENVIRONMENT
CHAPTER
The Internet and Research Performance: Three Benefits
The Internet and Information Acquisition
The Internet and Information Organization
The Internet and Information Use
Stages in the Marketing Research Process
Problem Definition
Designing the Research Plan and Procedure
XIV
Gathering
Combining and Interpreting Data
Drawing Conclusions and Delivering Insights
The Internet as a Data Resource
A Framework for Describing Data
Internet-Based Sources of Data About Consumers
The Respondent as a Data Source
The Researcher as a Data Source
The Recorder (in the Past) as a Data Source
Internet-Based Sources of Data About Competition
The Company as a Respondent Data Source
The Marketing Researcher as a Data Source
Previously Recorded Information as a Data Source
Cautions for Internet-Based Research
Information Relevance in Marketing Research
Time Constraints on Information Use
Market Research for Hire
Chapter Summary
Review Section
Key Terms
Review Questions
Thinking Points
Suggested Readings
CHAPTER
Sources of Content: People as Publishers
Internal Sources of Content
External Sources of Content
Types of Content: The Role of Technology
Multimedia Types of Content
Types of Interactive Content
Purposes of Content: Implications for the Marketing Mix
Content and Product
Content and Price
Content and Place
Content and Promotion
Cautions for Content
Consumer Issues
Marketer Issues
Policy Issues
Technology Issues
Chapter Summary
Contents
Review
Key
Review
Thinking
Suggested Readings
CHAPTER
Channels of Distribution: A Brief Primer
Who Distributes? Types of Channel Members
What Is Distributed? Types of Flows
Channels as Relationships
The Internet s Impact on Aspects of Channel Strategy
Establishing Distribution Objectives: Distribution Flows
The Internet and Channel Structure
Internet Issues for Channel Structure
Channel Management: Internet Effects on Channel Member Relationships
Channel Management and Performance
Mix Implications of the Internet as Channel Resource
Effects on Product Strategy
Effects on Price Strategy
Effects on Place Strategy
Effects on Promotion Strategy
Cautions for Using the Internet as a Channel Resource
Marketer Issues
Consumer Issues
Policy Issues
Technology Issues
Chapter Summary
Review Section
Key Terms
Review Questions
Thinking Points
Suggested Points
CHAPTER
The Internet as a Resource for Communication
Characterizing Communication
Interactivity and Marketing Communication
Marketing Mix Implications of the Internet as a Communications Resource
Communication and Product Development
Communication and Price Strategy
Communication and Distribution Strategy
Communication and Promotion Strategy
XVI
Issues for Perspectives
Marketers and Marketing Communication
Consumers and Marketing Communication
Policy Makers and Marketing Communication
Technology Developers and Marketing Communication
Chapter Summary
Review Section
Key Terms
Review Questions
Thinking Points
Suggested Readings
SECTION FIVE: EXTENDING THE FRAMEWORK
OVER TIME: EXCHANGE RELATIONSHIPS
IN THE INTERNET ENVIRONMENT
CHAPTER
Differences Between Business-to-Business
and Business-to-Consumer Exchanges
Difference in the Targeted Customer
Difference in the Nature of Demand
Differences in Exchange-Related Processes
Describing Online Business-to-Business Activity
Online B2B Demographics
The Internet and Components of Business-to-Business Exchange
Purposes ofB2B Exchanges
B2B Exchange Processes
B2B Exchange Participants
Chapter Summary
Review Section
Key Terms
Review Questions
Thinking Points
Suggested Readings
CHAPTERS Fostering Relational Exchange With the Internet
The Increasing Importance of Relationships
Shifts in Perspectives on Exchange
A Continuum of Relational Exchange
Implications of the Continuum for Marketing and the Internet
Assessing the Value of Relational Exchange
Contents XVII
Building Business-to-Consumer
Prepurchase: Search and Satisfaction
Purchase: Transactions and Trust
Post-Purchase: Complaints and Commitment
Building Business-to-Business Relationships With the Internet
Classifying B2B Relationships
Internet Implications for B2B Relational Exchange
Relational Exchange: Beyond Marketing
Chapter Summary
Review Section
Key Terms
Review Questions
Thinking Points
Suggested Readings
Bibliography
Index
This book is designed to provide you with the conceptual foundations you need
to understand the implications of the Internet as an environment in which
marketing activities are conducted. By having a general picture of the Internet
and its interaction with marketing activities, it is easier to envision possible
outcomes of strategic actions that incorporate use of the Internet s capabilities
as marketing tools. In addition, knowledge of the fundamental concepts that
describe the impact of the Internet on marketing actions and outcomes can be
generalized to guide strategy development in future states of the Internet that
presently exist only in our imaginations. In other words, this book is intended
to help you develop the knowledge and skills you need to operate effectively
within the exciting and opportunity-laden environment of the Internet.
ABOUT THE AUTHOR
Eloise Coupey is an Associate Professor of Marketing
at Virginia Tech. Her research interests include the
implications of information technology for decision making
by marketers and consumers. The results of her research
have been published in scholarly journals, including the
Journal of Consumer Research, the Journal of Business
Research, and the Quarterly Journal of Electronic
Commerce.
Dr. Coupey s academic interests are complemented by her industry experience.
She has had professional experience in marketing and management with
high-tech, Internet-based companies. At present, she advises several Internet
start-ups. Dr. Coupey holds a doctorate in business management from Duke
University, and a bachelor s degree from Harvard University.
|
| adam_txt |
Contents
Preface
Acknowledgments
SECTION ONE: DEVELOPING A CONCEPTUAL FRAMEWORK FOR
MARKETING AND THE INTERNET
CHAPTER
Why Marketing and the Internet?
An Abbreviated History
Mass Communication and Demand
From an Industrial Economy to a Digital Economy
The Internet as Just Another Technology
What Is the Internet?
What Is Different About Marketing With the Internet?
Technological Characteristics of the Internet
The Internet's History
Integrating People and Technology: The Rise of the World Wide Web
Integrating Marketing and the Internet: Old Concepts, New Opportunities
Marketing Efforts and Electronic Commerce
Origins of Electronic Commerce
The Changing Face of Electronic Commerce
About This Book
Sections of the Book
Learning Tools
Chapter Summary
Review Section
Key Terms
Review Questions
Thinking Points
Suggested Readings
ix
X
CHAPTER
and the Internet
Why Do We Need a Framework?
Framework Objectives
The Framework's Basic Premise
Marketing as Exchange
The General Framework
Marketers and Consumers: The Central Exchange Context
Policy and the Marketing Environment
Technology and the Marketing Environment
Relationships as Vehicles for Exchange
Relationships
What Is Exchanged?
Resources as the Bases for Exchange
Resource Theory and Exchange Processes
Resource Theory and the Internet
Resource Theory and Marketing Opportunity on the Internet
Chapter Summary
Combining Resources and Relationships: Looking Ahead
Review Section
Key Terms
Review Questions
Thinking Points
Suggested Readings
SECTION TWO: THE FRAMEWORK IN DEPTH: PERSPECTIVES
ON MARKETING AND THE INTERNET
CHAPTER
Describing Online Consumer Behavior
Descriptive Research and Internet-Related Consumption
Understanding Online Consumer Behavior
Resources in the Internet Environment
Money as a Resource: Getting It, Transferring It, Using It
Information as an Online Resource
Getting the Goods Via the Internet
Services and the Internet
Status as a Resource
Love as a Resource
Chapter Summary
Contents
Review
Key
Review
Thinking
Suggested Readings
CHAPTER
Marketers in the Marketspace
A Company Focus
A Product Focus
A Customer Focus
Describing the Company and Internet Interaction
Understanding the Internet's Influence on Marketing
Effects of the Internet Environment
Facilitating Capabilities of the Internet
Challenges of the Internet Environment
Environmental Effects on Company Structure and Function
Environmental Effects on Channel Structure and Power
Environmental Effects on Competitive Activity
Environmental Effects on Consumer Acquisition and Retention
Environmental Effects on Market Conditions
Responding to Challenge: Opportunities in Marketspace
Strategic Objectives and the Internet Environment
Strategic Objectives and Consumers' Resource Goals
Chapter Summary
LookingAhead
Review Section
Key Terms
Review Questions
Thinking Points
Suggested Readings
CHAPTER
The Technology That Makes the Internet Possible
What Is a Network?
A Network of Networks
Internet Technologies as a Channel
The User at the End of the Channel
Access to Computer Communications
The Outside World
A Unified Channel Structure
XU Contents
Channel
Technology and the Central Exchange Environment
The Technology and Marketer Relationship
The Technology and Consumer Relationship
Technology and Security
Chapter Summary
Review Section
Key Terms
Review Questions
Thinking Points
Suggested Readings
CHAPTER
Government and Regulatory Policy
Aspects of Government Policy
Agencies and Their Activities
Brief History of Public Policy
Timeline of Regulation
Applying Policy to the Internet
The Issue of Universal Access
Information Use and Internet Regulation
Policy and Exchange Relationships in the Internet Environment
Issues of Market Function
Issues of Consumer Protection
Chapter Summary
Review Section
Key Terms
Review Questions
Thinking Points
Suggested Readings
SECTION THREE: INTEGRATING THE PERSPECTIVES:
THE INTERNET AS A MARKETING
ENVIRONMENT
CHAPTER
Environment
The Caveats of Change and Constraint
Key Forces in a Changing Marketing Environment
A Population Ecology Approach to the Marketing Environment
Population Ecology and Competition in Markets
Competition, Niches, and the Internet Ecology
Contents xiii
Characteristics
From Marketplace to Marketspace
An Evolving Market Structures Perspective
The Internet Ecology and the Value Chain
Two Types of Market Structures
Chapter Summary
Review Section
Key Terms
Review Questions
Thinking Points
Suggested Readings
CHAPTER
Types of Planning: An Overview
What Is Strategic Planning?
From Strategic Planning to Marketing Planning
Marketing Planning in Depth
Defining Opportunities: What Should We Do?
Leveraging Resources: How Should We Do It?
Internet Effects on Strategy Development: Planning
The Internet Affects Motivation for Planning
The Internet Affects Processes for Planning
The Internet Affects Outcomes of Planning
Internet Effects on Strategy Implementation: Marketing Action
The Internet and Strategic Objectives
Chapter Summary
Review Section
Key Terms
Review Questions
Thinking Points
Suggested Readings
SECTION FOUR: APPLYING THE FRAMEWORK: MARKETING
ACTION IN THE INTERNET ENVIRONMENT
CHAPTER
The Internet and Research Performance: Three Benefits
The Internet and Information Acquisition
The Internet and Information Organization
The Internet and Information Use
Stages in the Marketing Research Process
Problem Definition
Designing the Research Plan and Procedure
XIV
Gathering
Combining and Interpreting Data
Drawing Conclusions and Delivering Insights
The Internet as a Data Resource
A Framework for Describing Data
Internet-Based Sources of Data About Consumers
The Respondent as a Data Source
The Researcher as a Data Source
The Recorder (in the Past) as a Data Source
Internet-Based Sources of Data About Competition
The Company as a Respondent Data Source
The Marketing Researcher as a Data Source
Previously Recorded Information as a Data Source
Cautions for Internet-Based Research
Information Relevance in Marketing Research
Time Constraints on Information Use
Market Research for Hire
Chapter Summary
Review Section
Key Terms
Review Questions
Thinking Points
Suggested Readings
CHAPTER
Sources of Content: People as Publishers
Internal Sources of Content
External Sources of Content
Types of Content: The Role of Technology
Multimedia Types of Content
Types of Interactive Content
Purposes of Content: Implications for the Marketing Mix
Content and Product
Content and Price
Content and Place
Content and Promotion
Cautions for Content
Consumer Issues
Marketer Issues
Policy Issues
Technology Issues
Chapter Summary
Contents
Review
Key
Review
Thinking
Suggested Readings
CHAPTER
Channels of Distribution: A Brief Primer
Who Distributes? Types of Channel Members
What Is Distributed? Types of Flows
Channels as Relationships
The Internet's Impact on Aspects of Channel Strategy
Establishing Distribution Objectives: Distribution Flows
The Internet and Channel Structure
Internet Issues for Channel Structure
Channel Management: Internet Effects on Channel Member Relationships
Channel Management and Performance
Mix Implications of the Internet as Channel Resource
Effects on Product Strategy
Effects on Price Strategy
Effects on Place Strategy
Effects on Promotion Strategy
Cautions for Using the Internet as a Channel Resource
Marketer Issues
Consumer Issues
Policy Issues
Technology Issues
Chapter Summary
Review Section
Key Terms
Review Questions
Thinking Points
Suggested Points
CHAPTER
The Internet as a Resource for Communication
Characterizing Communication
Interactivity and Marketing Communication
Marketing Mix Implications of the Internet as a Communications Resource
Communication and Product Development
Communication and Price Strategy
Communication and Distribution Strategy
Communication and Promotion Strategy
XVI
Issues for Perspectives
Marketers and Marketing Communication
Consumers and Marketing Communication
Policy Makers and Marketing Communication
Technology Developers and Marketing Communication
Chapter Summary
Review Section
Key Terms
Review Questions
Thinking Points
Suggested Readings
SECTION FIVE: EXTENDING THE FRAMEWORK
OVER TIME: EXCHANGE RELATIONSHIPS
IN THE INTERNET ENVIRONMENT
CHAPTER
Differences Between Business-to-Business
and Business-to-Consumer Exchanges
Difference in the Targeted Customer
Difference in the Nature of Demand
Differences in Exchange-Related Processes
Describing Online Business-to-Business Activity
Online B2B Demographics
The Internet and Components of Business-to-Business Exchange
Purposes ofB2B Exchanges
B2B Exchange Processes
B2B Exchange Participants
Chapter Summary
Review Section
Key Terms
Review Questions
Thinking Points
Suggested Readings
CHAPTERS Fostering Relational Exchange With the Internet
The Increasing Importance of Relationships
Shifts in Perspectives on Exchange
A Continuum of Relational Exchange
Implications of the Continuum for Marketing and the Internet
Assessing the Value of Relational Exchange
Contents XVII
Building Business-to-Consumer
Prepurchase: Search and Satisfaction
Purchase: Transactions and Trust
Post-Purchase: Complaints and Commitment
Building Business-to-Business Relationships With the Internet
Classifying B2B Relationships
Internet Implications for B2B Relational Exchange
Relational Exchange: Beyond Marketing
Chapter Summary
Review Section
Key Terms
Review Questions
Thinking Points
Suggested Readings
Bibliography
Index
This book is designed to provide you with the conceptual foundations you need
to understand the implications of the Internet as an environment in which
marketing activities are conducted. By having a general picture of the Internet
and its interaction with marketing activities, it is easier to envision possible
outcomes of strategic actions that incorporate use of the Internet's capabilities
as marketing tools. In addition, knowledge of the fundamental concepts that
describe the impact of the Internet on marketing actions and outcomes can be
generalized to guide strategy development in future states of the Internet that
presently exist only in our imaginations. In other words, this book is intended
to help you develop the knowledge and skills you need to operate effectively
within the exciting and opportunity-laden environment of the Internet.
ABOUT THE AUTHOR
Eloise Coupey is an Associate Professor of Marketing
at Virginia Tech. Her research interests include the
implications of information technology for decision making
by marketers and consumers. The results of her research
have been published in scholarly journals, including the
Journal of Consumer Research, the Journal of Business
Research, and the Quarterly Journal of Electronic
Commerce.
Dr. Coupey's academic interests are complemented by her industry experience.
She has had professional experience in marketing and management with
high-tech, Internet-based companies. At present, she advises several Internet
start-ups. Dr. Coupey holds a doctorate in business management from Duke
University, and a bachelor's degree from Harvard University. |
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| genre | (DE-588)4123623-3 Lehrbuch gnd-content |
| genre_facet | Lehrbuch |
| id | DE-604.BV022304420 |
| illustrated | Illustrated |
| index_date | 2024-07-02T16:56:16Z |
| indexdate | 2024-07-09T20:54:34Z |
| institution | BVB |
| isbn | 0130169757 |
| language | English |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-015514333 |
| oclc_num | 635308534 |
| open_access_boolean | |
| owner | DE-521 DE-188 DE-210 |
| owner_facet | DE-521 DE-188 DE-210 |
| physical | XXII, 362 S. Ill., graph. Darst. 24 cm |
| publishDate | 2001 |
| publishDateSearch | 2001 |
| publishDateSort | 2001 |
| publisher | Prentice Hall |
| record_format | marc |
| spelling | Coupey, Eloise Verfasser (DE-588)171209923 aut Marketing and the Internet conceptual foundations Eloise Coupey Upper Saddle River, NJ Prentice Hall 2001 XXII, 362 S. Ill., graph. Darst. 24 cm txt rdacontent n rdamedia nc rdacarrier Internet marketing Internet World Wide Web Online-Marketing (DE-588)7706419-7 gnd rswk-swf Electronic Commerce (DE-588)4592128-3 gnd rswk-swf (DE-588)4123623-3 Lehrbuch gnd-content Online-Marketing (DE-588)7706419-7 s DE-604 Electronic Commerce (DE-588)4592128-3 s Digitalisierung UB Regensburg application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=015514333&sequence=000003&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis Digitalisierung UB Regensburg application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=015514333&sequence=000004&line_number=0002&func_code=DB_RECORDS&service_type=MEDIA Klappentext |
| spellingShingle | Coupey, Eloise Marketing and the Internet conceptual foundations Internet marketing Internet World Wide Web Online-Marketing (DE-588)7706419-7 gnd Electronic Commerce (DE-588)4592128-3 gnd |
| subject_GND | (DE-588)7706419-7 (DE-588)4592128-3 (DE-588)4123623-3 |
| title | Marketing and the Internet conceptual foundations |
| title_auth | Marketing and the Internet conceptual foundations |
| title_exact_search | Marketing and the Internet conceptual foundations |
| title_exact_search_txtP | Marketing and the Internet conceptual foundations |
| title_full | Marketing and the Internet conceptual foundations Eloise Coupey |
| title_fullStr | Marketing and the Internet conceptual foundations Eloise Coupey |
| title_full_unstemmed | Marketing and the Internet conceptual foundations Eloise Coupey |
| title_short | Marketing and the Internet |
| title_sort | marketing and the internet conceptual foundations |
| title_sub | conceptual foundations |
| topic | Internet marketing Internet World Wide Web Online-Marketing (DE-588)7706419-7 gnd Electronic Commerce (DE-588)4592128-3 gnd |
| topic_facet | Internet marketing Internet World Wide Web Online-Marketing Electronic Commerce Lehrbuch |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=015514333&sequence=000003&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=015514333&sequence=000004&line_number=0002&func_code=DB_RECORDS&service_type=MEDIA |
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