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The advertising handbook
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Werbung
3,280
Advertising
3,248
Werbewirkung
1,727
Advertising effects
1,724
Consumer behaviour
1,408
Konsumentenverhalten
1,408
Online-Marketing
883
Internet marketing
880
Brand management
374
Markenführung
374
advertising
341
Social Web
321
Social web
321
Theorie
245
Theory
244
Markenimage
235
Brand image
234
Marketingmanagement
187
Marketing management
186
Preismanagement
170
Pricing strategy
170
Brand
160
Markenartikel
157
Emotion
142
Target group
130
Zielgruppe
130
Game theory
128
Spieltheorie
128
USA
118
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118
Marketing
112
Printwerbung
101
Print advertising
99
Children
96
Kinder
96
Viral marketing
93
Virales Marketing
93
Gender
92
Geschlecht
91
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89
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Sammelwerk
15
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Eisend, Martin
28
Septianto, Felix
24
Taylor, Charles Raymond
23
Yoon, Sukki
17
Hudders, Liselot
15
Pelsmacker, Patrick de
15
Rosengren, Sara
15
Stafford, Marla Royne
15
Campbell, Colin L.
14
Ford, John B.
14
Huh, Jisu
14
Yoon, Hye Jin
14
Zaccour, Georges
14
Dahlén, Micael
13
Wu, Linwan
13
Choi, Yung Kyun
12
Dens, Nathalie
12
Diehl, Sandra
12
Karray, Salma
12
Martín Herrán, Guiomar
11
Anderson, Simon P.
10
Dodoo, Naa Amponsah
10
Hayes, Jameson L.
10
Koslow, Scott
10
Bellman, Steven
9
Evans, Nathaniel J.
9
Kim, Jooyoung
9
Lou, Chen
9
Quach, Sara
9
Rodgers, Shelly
9
Thaichon, Park
9
Turnbull, Sarah
9
Chen, Huan
8
Haley, Eric John
8
Hatzithomas, Leonidas
8
Okazaki, Shintaro
8
Sigué, Simon Pierre
8
Wilson, Rick T.
8
Baek, Tae Hyun
7
Bergkvist, Lars
7
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Springer Fachmedien Wiesbaden
32
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5
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3
Edward Elgar Publishing
2
NetLibrary, Inc
2
Technische Universität Braunschweig
2
Albert-Ludwigs-Universität Freiburg
1
Charitable Fund (London, England)
1
European Advertising Academy
1
ICORIA / Veranstaltung <19., 2021, Bordeaux>
1
ICORIA <14., 2015, London>
1
ICORIA <15., 2016, Ljubljana>
1
ICORIA <16., 2017, Gent>
1
ICORIA <17., 2018, Valencia>
1
ICORIA <18., 2019, Krems>
1
Information Resources Management Association
1
Interdisziplinäre Tagung des Forschungsnetzwerkes Europäische Kulturen in der Wirtschaftskommunikation <22., 2022, Hamburg>
1
Interdisziplinäres Symposium der Forschungskooperation Europäische Kulturen in der Wirtschaftskommunikation (EUKO) <13., 2013, Eichstätt>
1
Internationale und Interdisziplinäre Jahrestagung des Forschungsnetzwerks Europäische Kulturen in der Wirtschaftskommunikation <19., 2019, Wien>
1
OECD
1
Organisation for Economic Co-operation and Development
1
Springer Gabler <Firma>
1
Springer International Publishing
1
Springer VS
1
Stereotypen und Wissensrepräsentationen in Marketing und Werbung <Veranstaltung> <2015, Darmstadt>
1
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International journal of advertising : the review of marketing communications
192
Journal of advertising
163
Journal of advertising research
139
Journal of business research : JBR
122
Journal of marketing communications
105
International journal of advertising : the quarterly review of marketing communications
96
Journal of advertising : official publication of the American Academy of Advertising
66
Journal of promotion management : innovations in planning and applied research
64
SpringerLink / Bücher
55
Journal of retailing and consumer services
53
Journal of promotion management : JPM
47
Marketing science : the marketing journal of the Institute for Operations Research and the Management Sciences
46
International journal of internet marketing and advertising : IJIMA
41
Journal of current issues and research in advertising
41
Journal of historical research in marketing
41
Management science : journal of the Institute for Operations Research and the Management Sciences
39
European journal of operational research : EJOR
37
International journal of research in marketing : IJRM ; official journal of the European Marketing Academy
33
Health marketing quarterly
29
Journal of marketing
29
Psychology & marketing
28
Marketing letters : a journal of research in marketing
27
Discussion paper / Centre for Economic Policy Research
24
Journal of marketing research
23
European journal of marketing : EJM
22
Journal of interactive marketing : a quarterly publication from the Direct Marketing Educational Foundation
22
Journal of marketing research : JMR
22
Journal of global marketing
20
Young consumers : insight and ideas for responsible marketers
20
Journal of marketing management : JMM ; journal of the Academy of Marketing
19
Marketing science
19
Research
18
Asia Pacific journal of marketing and logistics
17
Discussion papers / CEPR
17
Journal of international consumer marketing
17
International journal of consumer studies
16
Quantitative marketing and economics : QME
16
International journal of market research
15
Journal of business ethics : JOBE
15
Journal of consumer marketing
15
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ECONIS (ZBW)
3,325
USB Cologne (EcoSocSci)
3
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1
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10
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1
Is online newspaper advertising cannibalizing print advertising?
Sridhar, Shrihari
;
Sriram, S.
- In:
Quantitative marketing and economics : QME
13
(
2015
)
4
,
pp. 283-318
Persistent link: https://www.econbiz.de/10011445828
Saved in:
2
What do ads buy? : daily coverage of listed companies on the Italian press
Gambaro, Marco
;
Puglisi, Riccardo
- In:
European journal of political economy
39
(
2015
),
pp. 41-57
Persistent link: https://www.econbiz.de/10011535504
Saved in:
3
Making ads less complex, yet more creative and persuasive : the effects of conventional metaphors and irony in print advertising
Burgers, Christian
;
Konijn, Elly
;
Steen, Gerard
; …
- In:
International journal of advertising : the quarterly …
34
(
2015
)
3
,
pp. 515-532
Persistent link: https://www.econbiz.de/10011546633
Saved in:
4
Effects of self-congruity and source credibility on consumer responses to coffeehouse advertising
Yoon, Donghwan
;
Kim, Youn-Kyung
- In:
Journal of hospitality marketing & management
25
(
2016
)
1/2
,
pp. 167-196
Persistent link: https://www.econbiz.de/10011453986
Saved in:
5
Utilizing self perception theory to explain social media behavior relative to print advertisement 2-D codes
Roehm, Michelle Lynn
;
Roehm, Harper Andrew
- In:
Business and Economic Research : BER
6
(
2016
)
1
,
pp. 33-45
Persistent link: https://www.econbiz.de/10011452446
Saved in:
6
Visual references in the description of print advertisements : a four-country cross-cultural analysis
Gliniecka, Martyna
- In:
Journal of international consumer marketing
34
(
2022
)
2
,
pp. 201-213
Persistent link: https://www.econbiz.de/10013167321
Saved in:
7
Effectiveness of print advertising practices of higher education services in Nepal
Awale, Sushil
;
Shrestha, Binod Krishna
- In:
Journal of promotion management : innovations in …
28
(
2022
)
1
,
pp. 1-19
Persistent link: https://www.econbiz.de/10012801953
Saved in:
8
Exploring textual modes, imagery and claims in B to B and B to C print advertising
Gilliam, David A.
;
Muñoz, Justin R.
;
Jiménez, Fernando R.
- In:
Journal of business-to-business marketing
28
(
2021
)
3
,
pp. 223-245
Persistent link: https://www.econbiz.de/10012802184
Saved in:
9
Estimating platform market power in two-sided markets with an application to magazine advertising
Song, Minjae
- In:
American economic journal
13
(
2021
)
2
,
pp. 35-67
Persistent link: https://www.econbiz.de/10012546696
Saved in:
10
Thought piece : a window on advertising archives
Strickland, Jeannette
- In:
History of retailing and consumption
6
(
2020
)
3
,
pp. 153-161
Persistent link: https://www.econbiz.de/10012549000
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