Marketing communication policies:
Gespeichert in:
| Hauptverfasser: | , , |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Berlin ; Heidelberg ; New York
Springer
2007
|
| Schlagworte: | |
| Online-Zugang: | Inhaltstext Inhaltsverzeichnis |
| Beschreibung: | Literaturverz. S. 241 - 246 |
| Beschreibung: | XI, 260 S. graph. Darst. 24 cm |
| ISBN: | 9783540373223 3540373225 |
Internformat
MARC
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| 245 | 1 | 0 | |a Marketing communication policies |c Rainer Busch ; Margarete Seidenspinner ; Fritz Unger |
| 264 | 1 | |a Berlin ; Heidelberg ; New York |b Springer |c 2007 | |
| 300 | |a XI, 260 S. |b graph. Darst. |c 24 cm | ||
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| 500 | |a Literaturverz. S. 241 - 246 | ||
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Datensatz im Suchindex
| _version_ | 1805088882356649984 |
|---|---|
| adam_text |
CONTENTS
1 AN
OVERVIEW.
1
1.1 INTRODUCTION
.
1
1.2 DIDACTIC PURPOSE AND EXPECTED LEARNING OUTCOMES
. 1
1.3
STRUCTURE.
2
2 THE FUNDAMENTAL ASPECTS OF MARKETING COMMUNICATIONS. 5
2.1 INTRODUCTION AND LEARNING
OBJECTIVES. 5
2.2 COMMUNICATIONS AND THE MARKETING MIX.
5
2.3 PLANNING MARKETING
COMMUNICATIONS. 8
2.4 COMMUNICATIONS AND THE ORGANISATION OF THE MARKETING
FUNCTION.
10
2.5 MULTIPLE CHOICE
QUESTIONS. 11
2.6 CASE
STUDY.
12
3 THE FUNDAMENTAL ASPECTS OF COMMUNICATIONS SCIENCE. 15
3.1 INTRODUCTION AND EXPECTED LEARNING OUTCOMES
. 15
3.2 PSYCHOLOGICAL
STRUCTURES. 15
3.2.1 PERSPECTIVES, VALUES AND IMAGES. 15
3.2.2
INVOLVEMENT.
18
3.3 PSYCHOLOGICAL PROCESSES
. 20
3.3.1
MOTIVATION.
20
3.3.2
EMOTIONS.
22
3.3.3 SOCIAL
PERCEPTION. 24
3.3.4 COGNITIVE DISSONANCE.
27
3.3.5 PSYCHOLOGICAL REACTANCE.
29
3.3.6 COGNITIVE
RESPONSE. 32
3.4 MULTIPLE CHOICE
QUESTIONS. 39
3.5 CASE
STUDY.
40
VIII CONTENTS
4 INFORMATION BEHAVIOUR AND
SOCIALISATION. 43
4.1 INTRODUCTION AND EXPECTED LEARNING OUTCOMES
. 43
4.2 INFORMATION
BEHAVIOUR. 43
4.2.1 THE SUBJECTIVE NEED FOR INFORMATION. 43
4.2.2 SEARCHING FOR INFORMATION.
45
4.2.3 INFORMATION PROCESSING.
46
4.2.4 INFORMATION DISSEMINATION. 48
4.2.5 SOCIAL FACTORS IMPACTING ON BUYER BEHAVIOUR. 49
4.2.6 THE IMPACT OF THE FAMILY.
50
4.2.7 CULTURAL INFLUENCES
. 54
4.2.8 INFORMATION OVERLOAD.
56
4.2.9 SOME CONSEQUENCES FOR MARKETING. 57
4.3 MULTIPLE CHOICE
QUESTIONS. 58
4.4 CASE
STUDY.
59
5 ANALYSING THE COMMUNICATION SITUATION
. 63
5.1 EXPECTED LEARNING
OUTCOMES. 63
5.2 MEDIA ANALYSIS
. 63
5.2.1 MEDIA ANALYSIS AND TV USAGE RESEARCH. 64
5.2.2 THE PEOPLE
METER. 64
5.2.3 DATA
MERGING. 65
5.2.4 AWA AND MEDIA ANALYSIS: A COMPARISON
. 66
5.2.5 FURTHER
SURVEYS. 68
5.2.6
EVALUATION.
69
5.3 ADVERTISING
RESEARCH. 70
5.3.1 THE COMMUNICATION MODEL
. 71
5.3.2 THE DIMENSIONS OF THE ADVERTISING IMPACT. 72
5.4 FUTURE
DEVELOPMENTS.
77
5.5 SELECTED METHODS OF STRATEGIC
ANALYSIS. 78
5.5.1 ANALYSING OPPORTUNITIES AND THREATS. 78
5.5.2 ANALYSING STRENGTHS AND WEAKNESSES. 79
5.5.3 PORTFOLIO
ANALYSIS. 80
5.5.4 POSITIONING
ANALYSIS. 80
5.6 MULTIPLE CHOICE
QUESTIONS. 82
5.7 CASE
STUDY.
83
6 THE GOALS OF COMMUNICATION
POLICIES. 87
6.1 EXPECTED LEARNING
OUTCOMES. 87
6.2 PROFILING THE TARGET
AUDIENCE. 87
6.3 TARGETING
METHODS. 91
CONTENTS
IX
6.4 CORPORATE IDENTITY
. 94
6.4.1 DEFINING CORPORATE IDENTITY.
94
6.4.2 CORPORATE BEHAVIOUR.
96
6.4.3 CORPORATE COMMUNICATION. 97
6.4.4 CORPORATE DESIGN
. 97
6.4.5 CORPORATE IMAGE.
102
6.5 UNIQUE COMMUNICATION PROPOSITION (UCP). 103
6.6 ECONOMIC OBJECTIVES AND COMMUNICATION GOALS. 107
6.7 FORMULATING MEDIA
OBJECTIVES. 109
6.8 MULTIPLE CHOICE
QUESTIONS. 113
6.9 CASE
STUDY.
114
7 COMMUNICATION STRATEGIES
. 117
7.1 LEARNING
OUTCOMES. 117
7.2 POSITIONING THE
PRODUCT. 117
7.3 POSITIONING
STRATEGIES. 118
7.3.1 INFORMATIVE POSITIONING
. 119
7.3.2 AFFECTIVE POSITIONING.
120
7.3.3 COMBINED AFFECTIVE AND INFORMATIVE POSITIONING. 120
7.3.4 COMPETITIVE POSITIONING.
120
7.4 THE COPY
STRATEGY.
121
7.5 INTEGRATED
COMMUNICATIONS. 126
7.6 MULTIPLE CHOICE
QUESTIONS. 129
7.7 CASE
STUDY.
129
8 MEDIA PLANNING IN MARKETING COMMUNICATIONS. 133
8.1 LEARNING
OUTCOMES. 133
8.2 THE OBJECT OF MEDIA PLANNING
. 134
8.3 BUDGETING
.
135
8.3.1 COMPARING THE MEDIA IMPACT. 135
8.3.2 OBJECTIVE- AND TASK-BUDGETING. 136
8.4 DRAWING UP A MEDIA
PLAN. 138
8.5 EVALUATING THE MEDIA PLAN
. 140
8.6 MULTIPLE CHOICE
QUESTIONS. 144
8.7 CASE
STUDY.
144
9 DESIGNING MARKET
COMMUNICATIONS. 147
9.1 LEARNING
OUTCOMES. 147
9.2 THE COMMUNICATIONS MIX
. 147
9.3 THE FUNDAMENTAL PRINCIPLES OF COMMUNICATIONS DESIGN. 148
9.4 PRINTED ADVERTISEMENTS
. 152
9.5 TV ADVERTISING
. 160
X CONTENTS
9.6 RADIO
ADVERTISING.
164
9.7 POSTERS AND OUTDOOR
BOARDS. 167
9.8 PUBLIC
RELATIONS.
168
9.9
PUBLICITY.
169
9.10 DIRECT MARKETING
. 172
9.11 PRODUCT
PLACEMENT.
172
9.12
SPONSORSHIPS.
175
9.13 EVENT
MARKETING.
180
9.14 NEW
MEDIA.
180
9.15 COMBINING THE MEDIA
. 183
9.16 MULTIPLE CHOICE
QUESTIONS. 184
9.17 CASE
STUDY.
184
10 COLLABORATING WITH
AGENCIES. 187
10.1 LEARNING
OUTCOMES. 187
10.2 ADVERTISING AGENCIES VERSUS COMMUNICATION AGENCIES. 187
10.3 ARGUMENTS IN FAVOUR OF COLLABORATING WITH AGENCIES
. 188
10.4 CRITERIA FOR AGENCY
SELECTION. 189
10.5
REMUNERATION.
191
10.6 PROJECT-BY-PROJECT
CONTRACTS. 193
10.7 GROUND RULES OF
COLLABORATION. 193
10.7.1 PRESENTING, EVALUATING AND SELECTING
AGENCY PROPOSALS. 193
10.7.2 PRODUCING THE COMMUNICATION MEANS. 195
10.7.3 CONTINUITY OF COLLABORATION.
195
10.7.4 HANDLING
CRITICISM. 196
10.8 MULTIPLE CHOICE
QUESTIONS. 197
10.9 CASE
STUDY.
198
11 SPECIFIC ISSUES IN INTERNATIONAL MARKETING COMMUNICATIONS
. 199
11.1 LEARNING
OUTCOMES. 199
11.2 MANAGING INTERNATIONAL MARKET COMMUNICATION
. 199
11.3 ANALYSING THE STARTING POSITION
. 203
11.4 THE INTERNATIONAL MANAGEMENT FOCUS
. 205
11.4.1 FUNDAMENTAL PRINCIPLES.
205
11.4.2 ETHNOCENTRIC ENTERPRISES.
207
11.4.3 POLYCENTRIC ENTERPRISES.
207
11.4.4 GEOCENTRIC ENTERPRISES
. 208
11.4.5 TRANSNATIONAL ORGANISATIONS. 211
CONTENTS
XI
11.5 INTERNATIONAL COMMUNICATION STRATEGY.
212
11.5.1 FUNDAMENTAL STRATEGIES.
213
11.5.2 TRANSFERABILITY OF COMMUNICATION STRATEGIES. 214
11.5.3 THE PROS AND CONS OF STANDARDISED
COMMUNICATIONS
. 220
11.6 SELECTED TOOLS OF INTERNATIONAL MARKETING
COMMUNICATIONS.
229
11.6.1 PUBLIC RELATIONS
(PR). 230
11.6.2 SALES
PROMOTION. 231
11.6.3 DIRECT
MARKETING. 232
11.6.4
SPONSORSHIP.
233
11.6.5 PRODUCT PLACEMENT.
233
11.6.6 TRADE SHOWS AND CONGRESSES. 234
11.7 INTEGRATION OF INTERNATIONAL COMMUNICATION POLICIES. 234
11.8 MULTIPLE CHOICE
QUESTIONS. 235
11.9 CASE
STUDY.
236
ADDITIONAL READING AND
SOURCES. 241
CONSOLIDATED GLOSSARY OF GERMAN AND ENGLISH KEY TERMS
. 247 |
| adam_txt |
CONTENTS
1 AN
OVERVIEW.
1
1.1 INTRODUCTION
.
1
1.2 DIDACTIC PURPOSE AND EXPECTED LEARNING OUTCOMES
. 1
1.3
STRUCTURE.
2
2 THE FUNDAMENTAL ASPECTS OF MARKETING COMMUNICATIONS. 5
2.1 INTRODUCTION AND LEARNING
OBJECTIVES. 5
2.2 COMMUNICATIONS AND THE MARKETING MIX.
5
2.3 PLANNING MARKETING
COMMUNICATIONS. 8
2.4 COMMUNICATIONS AND THE ORGANISATION OF THE MARKETING
FUNCTION.
10
2.5 MULTIPLE CHOICE
QUESTIONS. 11
2.6 CASE
STUDY.
12
3 THE FUNDAMENTAL ASPECTS OF COMMUNICATIONS SCIENCE. 15
3.1 INTRODUCTION AND EXPECTED LEARNING OUTCOMES
. 15
3.2 PSYCHOLOGICAL
STRUCTURES. 15
3.2.1 PERSPECTIVES, VALUES AND IMAGES. 15
3.2.2
INVOLVEMENT.
18
3.3 PSYCHOLOGICAL PROCESSES
. 20
3.3.1
MOTIVATION.
20
3.3.2
EMOTIONS.
22
3.3.3 SOCIAL
PERCEPTION. 24
3.3.4 COGNITIVE DISSONANCE.
27
3.3.5 PSYCHOLOGICAL REACTANCE.
29
3.3.6 COGNITIVE
RESPONSE. 32
3.4 MULTIPLE CHOICE
QUESTIONS. 39
3.5 CASE
STUDY.
40
VIII CONTENTS
4 INFORMATION BEHAVIOUR AND
SOCIALISATION. 43
4.1 INTRODUCTION AND EXPECTED LEARNING OUTCOMES
. 43
4.2 INFORMATION
BEHAVIOUR. 43
4.2.1 THE SUBJECTIVE NEED FOR INFORMATION. 43
4.2.2 SEARCHING FOR INFORMATION.
45
4.2.3 INFORMATION PROCESSING.
46
4.2.4 INFORMATION DISSEMINATION. 48
4.2.5 SOCIAL FACTORS IMPACTING ON BUYER BEHAVIOUR. 49
4.2.6 THE IMPACT OF THE FAMILY.
50
4.2.7 CULTURAL INFLUENCES
. 54
4.2.8 INFORMATION OVERLOAD.
56
4.2.9 SOME CONSEQUENCES FOR MARKETING. 57
4.3 MULTIPLE CHOICE
QUESTIONS. 58
4.4 CASE
STUDY.
59
5 ANALYSING THE COMMUNICATION SITUATION
. 63
5.1 EXPECTED LEARNING
OUTCOMES. 63
5.2 MEDIA ANALYSIS
. 63
5.2.1 MEDIA ANALYSIS AND TV USAGE RESEARCH. 64
5.2.2 THE PEOPLE
METER. 64
5.2.3 DATA
MERGING. 65
5.2.4 AWA AND MEDIA ANALYSIS: A COMPARISON
. 66
5.2.5 FURTHER
SURVEYS. 68
5.2.6
EVALUATION.
69
5.3 ADVERTISING
RESEARCH. 70
5.3.1 THE COMMUNICATION MODEL
. 71
5.3.2 THE DIMENSIONS OF THE ADVERTISING IMPACT. 72
5.4 FUTURE
DEVELOPMENTS.
77
5.5 SELECTED METHODS OF STRATEGIC
ANALYSIS. 78
5.5.1 ANALYSING OPPORTUNITIES AND THREATS. 78
5.5.2 ANALYSING STRENGTHS AND WEAKNESSES. 79
5.5.3 PORTFOLIO
ANALYSIS. 80
5.5.4 POSITIONING
ANALYSIS. 80
5.6 MULTIPLE CHOICE
QUESTIONS. 82
5.7 CASE
STUDY.
83
6 THE GOALS OF COMMUNICATION
POLICIES. 87
6.1 EXPECTED LEARNING
OUTCOMES. 87
6.2 PROFILING THE TARGET
AUDIENCE. 87
6.3 TARGETING
METHODS. 91
CONTENTS
IX
6.4 CORPORATE IDENTITY
. 94
6.4.1 DEFINING CORPORATE IDENTITY.
94
6.4.2 CORPORATE BEHAVIOUR.
96
6.4.3 CORPORATE COMMUNICATION. 97
6.4.4 CORPORATE DESIGN
. 97
6.4.5 CORPORATE IMAGE.
102
6.5 UNIQUE COMMUNICATION PROPOSITION (UCP). 103
6.6 ECONOMIC OBJECTIVES AND COMMUNICATION GOALS. 107
6.7 FORMULATING MEDIA
OBJECTIVES. 109
6.8 MULTIPLE CHOICE
QUESTIONS. 113
6.9 CASE
STUDY.
114
7 COMMUNICATION STRATEGIES
. 117
7.1 LEARNING
OUTCOMES. 117
7.2 POSITIONING THE
PRODUCT. 117
7.3 POSITIONING
STRATEGIES. 118
7.3.1 INFORMATIVE POSITIONING
. 119
7.3.2 AFFECTIVE POSITIONING.
120
7.3.3 COMBINED AFFECTIVE AND INFORMATIVE POSITIONING. 120
7.3.4 COMPETITIVE POSITIONING.
120
7.4 THE COPY
STRATEGY.
121
7.5 INTEGRATED
COMMUNICATIONS. 126
7.6 MULTIPLE CHOICE
QUESTIONS. 129
7.7 CASE
STUDY.
129
8 MEDIA PLANNING IN MARKETING COMMUNICATIONS. 133
8.1 LEARNING
OUTCOMES. 133
8.2 THE OBJECT OF MEDIA PLANNING
. 134
8.3 BUDGETING
.
135
8.3.1 COMPARING THE MEDIA IMPACT. 135
8.3.2 OBJECTIVE- AND TASK-BUDGETING. 136
8.4 DRAWING UP A MEDIA
PLAN. 138
8.5 EVALUATING THE MEDIA PLAN
. 140
8.6 MULTIPLE CHOICE
QUESTIONS. 144
8.7 CASE
STUDY.
144
9 DESIGNING MARKET
COMMUNICATIONS. 147
9.1 LEARNING
OUTCOMES. 147
9.2 THE COMMUNICATIONS MIX
. 147
9.3 THE FUNDAMENTAL PRINCIPLES OF COMMUNICATIONS DESIGN. 148
9.4 PRINTED ADVERTISEMENTS
. 152
9.5 TV ADVERTISING
. 160
X CONTENTS
9.6 RADIO
ADVERTISING.
164
9.7 POSTERS AND OUTDOOR
BOARDS. 167
9.8 PUBLIC
RELATIONS.
168
9.9
PUBLICITY.
169
9.10 DIRECT MARKETING
. 172
9.11 PRODUCT
PLACEMENT.
172
9.12
SPONSORSHIPS.
175
9.13 EVENT
MARKETING.
180
9.14 NEW
MEDIA.
180
9.15 COMBINING THE MEDIA
. 183
9.16 MULTIPLE CHOICE
QUESTIONS. 184
9.17 CASE
STUDY.
184
10 COLLABORATING WITH
AGENCIES. 187
10.1 LEARNING
OUTCOMES. 187
10.2 ADVERTISING AGENCIES VERSUS COMMUNICATION AGENCIES. 187
10.3 ARGUMENTS IN FAVOUR OF COLLABORATING WITH AGENCIES
. 188
10.4 CRITERIA FOR AGENCY
SELECTION. 189
10.5
REMUNERATION.
191
10.6 PROJECT-BY-PROJECT
CONTRACTS. 193
10.7 GROUND RULES OF
COLLABORATION. 193
10.7.1 PRESENTING, EVALUATING AND SELECTING
AGENCY PROPOSALS. 193
10.7.2 PRODUCING THE COMMUNICATION MEANS. 195
10.7.3 CONTINUITY OF COLLABORATION.
195
10.7.4 HANDLING
CRITICISM. 196
10.8 MULTIPLE CHOICE
QUESTIONS. 197
10.9 CASE
STUDY.
198
11 SPECIFIC ISSUES IN INTERNATIONAL MARKETING COMMUNICATIONS
. 199
11.1 LEARNING
OUTCOMES. 199
11.2 MANAGING INTERNATIONAL MARKET COMMUNICATION
. 199
11.3 ANALYSING THE STARTING POSITION
. 203
11.4 THE INTERNATIONAL MANAGEMENT FOCUS
. 205
11.4.1 FUNDAMENTAL PRINCIPLES.
205
11.4.2 ETHNOCENTRIC ENTERPRISES.
207
11.4.3 POLYCENTRIC ENTERPRISES.
207
11.4.4 GEOCENTRIC ENTERPRISES
. 208
11.4.5 TRANSNATIONAL ORGANISATIONS. 211
CONTENTS
XI
11.5 INTERNATIONAL COMMUNICATION STRATEGY.
212
11.5.1 FUNDAMENTAL STRATEGIES.
213
11.5.2 TRANSFERABILITY OF COMMUNICATION STRATEGIES. 214
11.5.3 THE PROS AND CONS OF STANDARDISED
COMMUNICATIONS
. 220
11.6 SELECTED TOOLS OF INTERNATIONAL MARKETING
COMMUNICATIONS.
229
11.6.1 PUBLIC RELATIONS
(PR). 230
11.6.2 SALES
PROMOTION. 231
11.6.3 DIRECT
MARKETING. 232
11.6.4
SPONSORSHIP.
233
11.6.5 PRODUCT PLACEMENT.
233
11.6.6 TRADE SHOWS AND CONGRESSES. 234
11.7 INTEGRATION OF INTERNATIONAL COMMUNICATION POLICIES. 234
11.8 MULTIPLE CHOICE
QUESTIONS. 235
11.9 CASE
STUDY.
236
ADDITIONAL READING AND
SOURCES. 241
CONSOLIDATED GLOSSARY OF GERMAN AND ENGLISH KEY TERMS
. 247 |
| any_adam_object | 1 |
| any_adam_object_boolean | 1 |
| author | Busch, Rainer Seidenspinner, Margarete Unger, Fritz |
| author_GND | (DE-588)129678228 |
| author_facet | Busch, Rainer Seidenspinner, Margarete Unger, Fritz |
| author_role | aut aut aut |
| author_sort | Busch, Rainer |
| author_variant | r b rb m s ms f u fu |
| building | Verbundindex |
| bvnumber | BV022387713 |
| classification_rvk | QP 600 |
| ctrlnum | (OCoLC)237127133 (DE-599)BVBBV022387713 |
| dewey-full | 658.8 |
| dewey-hundreds | 600 - Technology (Applied sciences) |
| dewey-ones | 658 - General management |
| dewey-raw | 658.8 |
| dewey-search | 658.8 |
| dewey-sort | 3658.8 |
| dewey-tens | 650 - Management and auxiliary services |
| discipline | Wirtschaftswissenschaften |
| discipline_str_mv | Wirtschaftswissenschaften |
| format | Book |
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| genre | (DE-588)4123623-3 Lehrbuch gnd-content |
| genre_facet | Lehrbuch |
| id | DE-604.BV022387713 |
| illustrated | Illustrated |
| index_date | 2024-07-02T17:13:19Z |
| indexdate | 2024-07-20T09:15:05Z |
| institution | BVB |
| isbn | 9783540373223 3540373225 |
| language | English |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-015596602 |
| oclc_num | 237127133 |
| open_access_boolean | |
| owner | DE-19 DE-BY-UBM DE-12 DE-703 DE-11 DE-2070s DE-188 DE-739 |
| owner_facet | DE-19 DE-BY-UBM DE-12 DE-703 DE-11 DE-2070s DE-188 DE-739 |
| physical | XI, 260 S. graph. Darst. 24 cm |
| publishDate | 2007 |
| publishDateSearch | 2007 |
| publishDateSort | 2007 |
| publisher | Springer |
| record_format | marc |
| spelling | Busch, Rainer Verfasser aut Marketing communication policies Rainer Busch ; Margarete Seidenspinner ; Fritz Unger Berlin ; Heidelberg ; New York Springer 2007 XI, 260 S. graph. Darst. 24 cm txt rdacontent n rdamedia nc rdacarrier Literaturverz. S. 241 - 246 Communication in marketing Kommunikationsstrategie (DE-588)4201794-4 gnd rswk-swf Marketing (DE-588)4037589-4 gnd rswk-swf Unternehmen (DE-588)4061963-1 gnd rswk-swf Kommunikationspolitik (DE-588)4232471-3 gnd rswk-swf Marktkommunikation (DE-588)4131075-5 gnd rswk-swf (DE-588)4123623-3 Lehrbuch gnd-content Marketing (DE-588)4037589-4 s Kommunikationsstrategie (DE-588)4201794-4 s DE-604 Kommunikationspolitik (DE-588)4232471-3 s DE-188 Unternehmen (DE-588)4061963-1 s Marktkommunikation (DE-588)4131075-5 s Seidenspinner, Margarete Verfasser aut Unger, Fritz Verfasser (DE-588)129678228 aut text/html http://deposit.dnb.de/cgi-bin/dokserv?id=2842838&prov=M&dok_var=1&dok_ext=htm Inhaltstext DNB Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=015596602&sequence=000001&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Busch, Rainer Seidenspinner, Margarete Unger, Fritz Marketing communication policies Communication in marketing Kommunikationsstrategie (DE-588)4201794-4 gnd Marketing (DE-588)4037589-4 gnd Unternehmen (DE-588)4061963-1 gnd Kommunikationspolitik (DE-588)4232471-3 gnd Marktkommunikation (DE-588)4131075-5 gnd |
| subject_GND | (DE-588)4201794-4 (DE-588)4037589-4 (DE-588)4061963-1 (DE-588)4232471-3 (DE-588)4131075-5 (DE-588)4123623-3 |
| title | Marketing communication policies |
| title_auth | Marketing communication policies |
| title_exact_search | Marketing communication policies |
| title_exact_search_txtP | Marketing communication policies |
| title_full | Marketing communication policies Rainer Busch ; Margarete Seidenspinner ; Fritz Unger |
| title_fullStr | Marketing communication policies Rainer Busch ; Margarete Seidenspinner ; Fritz Unger |
| title_full_unstemmed | Marketing communication policies Rainer Busch ; Margarete Seidenspinner ; Fritz Unger |
| title_short | Marketing communication policies |
| title_sort | marketing communication policies |
| topic | Communication in marketing Kommunikationsstrategie (DE-588)4201794-4 gnd Marketing (DE-588)4037589-4 gnd Unternehmen (DE-588)4061963-1 gnd Kommunikationspolitik (DE-588)4232471-3 gnd Marktkommunikation (DE-588)4131075-5 gnd |
| topic_facet | Communication in marketing Kommunikationsstrategie Marketing Unternehmen Kommunikationspolitik Marktkommunikation Lehrbuch |
| url | http://deposit.dnb.de/cgi-bin/dokserv?id=2842838&prov=M&dok_var=1&dok_ext=htm http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=015596602&sequence=000001&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
| work_keys_str_mv | AT buschrainer marketingcommunicationpolicies AT seidenspinnermargarete marketingcommunicationpolicies AT ungerfritz marketingcommunicationpolicies |