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type_genre:"Einführung"
~subject:"Kommunikation"
~subject:"Markenartikel"
~subject:"Werbemittel"
~type_genre:"Article in journal"
~type_genre:"Interview"
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Search: subject_exact:"Werbebotschaft"
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Kommunikation
Markenartikel
Werbemittel
Advertising planning
289
Werbeplanung
289
Advertising effects
95
Werbewirkung
95
Advertising
57
Werbung
57
USA
42
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42
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38
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38
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34
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34
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30
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30
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28
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28
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23
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23
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22
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21
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21
Brand image
15
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15
Psychology of advertising
15
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13
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13
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12
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11
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11
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10
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8
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Brunner, Christian Boris
2
Esch, Franz-Rudolf
2
Beverland, Michael B.
1
Burton, Scot
1
Chintagunta, Pradeep K.
1
Dahlén, Micael
1
Edmondson, Diane R.
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1
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1
Netemeyer, Richard G.
1
Netzer, Oded
1
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1
Peng, Siqing
1
Petty, Ross D.
1
Pogoda, Andreas
1
Popova, Ekaterina Aleksandrovna
1
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1
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Schmalen, Helmut
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Journal of advertising : official publication of the American Academy of Advertising
3
Transfer, Werbeforschung & Praxis : Zeitschrift für Werbung, Kommunikation und Markenführung
2
Frontiers of business research in China : selected publications from Chinese universities
1
International journal of advertising : the quarterly review of marketing communications
1
Jahrbuch der Absatz- und Verbrauchsforschung
1
Journal for global business advancement : JGBA
1
Journal of marketing research : JMR
1
Journal of marketing theory and practice
1
Marketing : ZFP ; journal of research and management
1
Marketing : journal of research and management
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Marketing science : the marketing journal of the Institute for Operations Research and the Management Sciences
1
The journal of consumer marketing
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ECONIS (ZBW)
18
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1
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18
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date (oldest first)
1
Funktionelle Werbung : 50 Prinzipien zur Lösung erfolgskritischer Werbeprobleme
Gärtner, Robert Henrik
-
2014
Persistent link: https://www.econbiz.de/10010482550
Saved in:
2
Spokescharacters
Folse, Judith Anne Garretson
;
Netemeyer, Richard G.
; …
- In:
Journal of advertising : official publication of the …
41
(
2012
)
1
,
pp. 17-32
Persistent link: https://www.econbiz.de/10009536717
Saved in:
3
New drug diffusion when forward-looking physicians learn from patient feedback and detailing
Chintagunta, Pradeep K.
;
Goettler, Ronald L.
;
Kim, Minki
- In:
Journal of marketing research : JMR
49
(
2012
)
6
,
pp. 807-821
Persistent link: https://www.econbiz.de/10009688811
Saved in:
4
Brand parody : a communication strategy to attack a competitor
Jean, Sylvie
- In:
The journal of consumer marketing
28
(
2011
)
1
,
pp. 19-26
Persistent link: https://www.econbiz.de/10009009748
Saved in:
5
Der Einfluss von Portfolio-Werbung auf die Einstellung und das Image von Dachmarken : eine empirische Untersuchung
Esch, Franz-Rudolf
;
Brunner, Christian Boris
; …
- In:
Transfer, Werbeforschung & Praxis : Zeitschrift für …
56
(
2010
)
2
,
pp. 6-30
Persistent link: https://www.econbiz.de/10003981884
Saved in:
6
Wie erreicht man die beste Markenzuordnung?
Pogoda, Andreas
- In:
Transfer, Werbeforschung & Praxis : Zeitschrift für …
56
(
2010
)
2
,
pp. 53-57
Persistent link: https://www.econbiz.de/10003981915
Saved in:
7
Dynamic allocation of pharmaceutical detailing and sampling for long-term profitability
Montoya, Ricardo
;
Netzer, Oded
;
Jedidi, Kamel
- In:
Marketing science : the marketing journal of the …
29
(
2010
)
5
,
pp. 909-924
Persistent link: https://www.econbiz.de/10008736166
Saved in:
8
Slogans : US and EU legal protection for slogans that identify and promote the brand
Petty, Ross D.
;
Leong, Susanna H. S.
;
Lwin, May O.
- In:
International journal of advertising : the quarterly …
29
(
2010
)
3
,
pp. 473-500
Persistent link: https://www.econbiz.de/10008649359
Saved in:
9
Der Einfluss des Markenportfolios auf die Dachmarke durch Portfolio-Werbung : eine Untersuchung zur gegenseitigen Stärkung von Dachmarke und Produktmarken in komplexen Markenarchit...
Brunner, Christian Boris
;
Esch, Franz-Rudolf
- In:
Marketing : ZFP ; journal of research and management
32
(
2010
)
3
,
pp. 146-163
Persistent link: https://www.econbiz.de/10008649961
Saved in:
10
Portraying the cause instead of the brand in cause-related marketing ads : does it really matter?
Lafferty, Barbara A.
;
Edmondson, Diane R.
- In:
Journal of marketing theory and practice
17
(
2009
)
2
,
pp. 129-141
Persistent link: https://www.econbiz.de/10003827792
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