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The advertising handbook
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Marketingmanagement
Werbung
13,774
Advertising
9,713
Werbewirkung
3,882
Advertising effects
3,825
Konsumentenverhalten
2,878
Consumer behaviour
2,872
Online-Marketing
1,785
Internet marketing
1,781
Theorie
1,423
Theory
1,392
Deutschland
1,036
USA
990
United States
839
Marketing
799
Markenführung
733
Brand management
729
Printwerbung
658
Print advertising
656
advertising
645
Marketing management
625
Germany
571
Social Web
537
Social web
536
Preismanagement
481
Pricing strategy
481
Markenimage
453
Brand image
441
Markenartikel
424
Wettbewerb
411
Zielgruppe
366
Target group
352
Brand
342
Werbewirtschaft
319
Werbepsychologie
316
Competition
309
Öffentlichkeitsarbeit
293
Psychology of advertising
287
Advertising industry
283
Internet
283
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186
Free
51
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Article
349
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295
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286
Aufsatz in Zeitschrift
286
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59
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59
Graue Literatur
44
Non-commercial literature
44
Collection of articles of several authors
34
Sammelwerk
34
Lehrbuch
33
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30
Hochschulschrift
24
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21
Thesis
18
Konferenzschrift
16
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15
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15
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12
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12
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11
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9
Fallstudie
9
Bibliografie
6
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6
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6
Fallstudiensammlung
4
Guidebook
4
Handbook
4
Handbuch
4
Ratgeber
4
Bibliographie
3
Einführung
3
Nachschlagewerk
3
Reference book
3
Reprint
3
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3
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2
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2
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2
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2
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English
511
German
126
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4
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2
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1
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Bruhn, Manfred
19
Kaiser, Harry M.
16
Esch, Franz-Rudolf
9
Pepels, Werner
9
Percy, Larry
7
Hackley, Christopher E.
6
Pelsmacker, Patrick de
6
Jain, Amit
5
Malik, Garima
5
Yan, Ruiliang
5
Adeola, Ogechi
4
Czarnecka, Barbara
4
Dahl, Stephan
4
Eisend, Martin
4
Gijsenberg, Maarten J.
4
Kinnucan, Henry W.
4
Kitchen, Philip J.
4
Laurie, Sally
4
Lloyd, Jenny
4
Mortimer, Kathleen
4
Taylor, Charles Raymond
4
Boenigk, Michael
3
Dekimpe, M. G.
3
Eagle, Lynne C.
3
Elliott, Richard
3
Engel, James F.
3
Forker, Olan D.
3
Fuchs, Wolfgang
3
Jacobi, Erik S.
3
Kerbache, Laoucine
3
Kerr, Gayle
3
Lee, Janghyuk
3
Lenz, John E.
3
Pei, Zhi
3
Pilarczyk, Bogna
3
Rosengren, Sara
3
Shimp, Terence A.
3
Steffenhagen, Hartwig
3
Voigt, Kai-Ingo
3
van Heerde, Harald J.
3
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Institution
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American Marketing Association
4
Springer Fachmedien Wiesbaden
4
Cornell University / Department of Agricultural Economics
3
European Advertising Academy
2
Sankt-Peterburgskij Gosudarstvennyj Universitet / Kafedra Marketinga
2
AMA Summer Academic Conference <2019, Chicago, Ill.>
1
AMA Winter Academic Conference <2021, Online>
1
Conference on America, Japan and EC '92, the Prospects for Marketing, Advertising and Research <1990, Venedig>
1
Department of Agricultural Economics, Cornell University Agricultural Experiment Station
1
Duncker & Humblot
1
European Society for Opinion and Marketing Research
1
Fachverlag für Wirtschafts- und Steuerrecht Schäffer <Stuttgart>
1
ICC Deutschland Internationale Handelskammer
1
ICORIA <10, 2011, Berlin>
1
ICORIA <12., 2013, Zagreb>
1
ICORIA <14., 2015, London>
1
IGI Global
1
Institut für Volkswirtschaftslehre und Statistik der Universität Mannheim
1
Interdisziplinäres Symposium der Forschungskooperation Europäische Kulturen in der Wirtschaftskommunikation (EUKO) <13., 2013, Eichstätt>
1
International Conference on Marketing and Development
1
International Workshop on Dynamic Competitive Analysis in Marketing <1995, Montréal>
1
Marx Károly Közgazdaságtudományi Egyetem <Budapest>
1
Meždunarodnaja Naučno-Praktičeskaja Konferencija Reklamnyj Rynok Rossii: Problemy i Perspektivy <2010, Orel>
1
NWB Verlag
1
NetLibrary, Inc
1
Oblast Orel
1
Special Libraries Association
1
Stereotypen und Wissensrepräsentationen in Marketing und Werbung <Veranstaltung> <2015, Darmstadt>
1
Summer Educators' Conference <2012, Chicago, Ill.>
1
Uni-Taschenbücher GmbH
1
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Published in...
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Journal of marketing communications
14
NICPRE / National Institute for Commodity Promotion Research and Evaluation
10
Journal of advertising research
9
European journal of marketing : EJM
8
International journal of advertising : the review of marketing communications
7
Journal of Islamic marketing : JIMA
7
Marketing science : the marketing journal of the Institute for Operations Research and the Management Sciences
7
SpringerLink / Bücher
7
Vahlens Handbücher der Wirtschafts- und Sozialwissenschaften
7
Journal of promotion management : JPM
6
Research bulletin / Department of Agricultural, Resource, and Managerial Economics, College of Agriculture and Life Sciences, Cornell University
6
Advances in marketing, customer relationship management, and e-services (AMCRMES) book series
5
Asia Pacific journal of marketing and logistics
5
International journal of internet marketing and advertising : IJIMA
5
Journal of advertising : official publication of the American Academy of Advertising
5
Journal of business research : JBR
5
Journal of marketing
5
International journal of economic issues : IJEI
4
International journal of research in marketing : IJRM ; official journal of the European Marketing Academy
4
Journal of marketing management : MM
4
Journal of promotion management : innovations in planning and applied research
4
Journal of research in interactive marketing : interactive marketing and computer-mediated communication
4
Journal of retailing and consumer services
4
Springer eBook Collection
4
The marketing review
4
Advances in advertising research
3
Economics and business review
3
European Advertising Academy
3
European journal of operational research : EJOR
3
European research studies
3
International journal of technology marketing : IJTMkt
3
Journal of global marketing
3
Journal of global scholars of marketing science : bridging Asia and the world ; JGSMS
3
Journal of marketing management : JMM ; journal of the Academy of Marketing
3
Journal of marketing research : JMR
3
Journal of retailing
3
Lehrbuch
3
Management science : journal of the Institute for Operations Research and the Management Sciences
3
Research
3
A reader in marketing communications
2
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Source
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ECONIS (ZBW)
629
USB Cologne (EcoSocSci)
13
EconStor
2
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1
Communicating high-tech products : a comparison between print advertisements of automotive premium and standard brands
Baccarella, Christian V.
;
Scheiner, Christian Willi
; …
- In:
International journal of technology marketing : IJTMkt
11
(
2016
)
1
,
pp. 24-38
Persistent link: https://www.econbiz.de/10011478607
Saved in:
2
High-tech marketing communication in the automotive industry : a content analysis of print advertisements
Baccarella, Christian V.
;
Scheiner, Christian Willi
; …
- In:
International journal of business environment : IJBE
6
(
2014
)
4
,
pp. 395-410
Persistent link: https://www.econbiz.de/10010492064
Saved in:
3
Cross promotion of web references in print ads : are advertisers attempting to engage consumers?
Lepkowska-White, Elzbieta
;
Parsons, Amy
;
Ceylan, Aylin
- In:
Journal of research in interactive marketing : …
8
(
2014
)
4
,
pp. 309-326
Persistent link: https://www.econbiz.de/10010433942
Saved in:
4
Techniques for Marketing New Products
Banning, Douglas
-
1957
Persistent link: https://www.econbiz.de/10001499976
Saved in:
5
Ad Lib : when customers create the ad
Berthon, Pierre R.
;
Pitt, Leyland F.
;
Campell, Colin
- In:
California management review
50
(
2007/08
)
4
,
pp. 6-30
Persistent link: https://www.econbiz.de/10003755732
Saved in:
6
Media placement versus advertising execution
Malthouse, Edward C.
;
Calder, Bobby J.
- In:
Cutting edge international research
,
(pp. 333-345)
.
2010
Persistent link: https://www.econbiz.de/10003985213
Saved in:
7
Die Fachzeitschrift in der B-to-B-Kommunikation
Reinecke, Candy
;
Höft, Uwe
- In:
Business-to-Business-Kommunikation : neue Entwicklungen …
,
(pp. 57-88)
.
2012
Persistent link: https://www.econbiz.de/10009665625
Saved in:
8
Rx for brand consistency : should pharmaceutical marketers send different messages to physician and consumer audiences?
Saxton, Kim
- In:
Journal of advertising research
51
(
2011
)
2
,
pp. 380-393
Persistent link: https://www.econbiz.de/10009267470
Saved in:
9
Persuasive social approval cues in print advertising : exploring visual and textual strategies and consumer self-monitoring
Myers, Jun Rong
;
Sar, Sela
- In:
Journal of marketing communications
19
(
2013
)
3
,
pp. 168-181
Persistent link: https://www.econbiz.de/10009774224
Saved in:
10
Influences of culture and market convergence on the international advertising strategies of multinational corporations in North America, Europe and Asia
Jiang, Jing
;
Wei, Ran
- In:
International marketing review
29
(
2012
)
6
,
pp. 597-622
Persistent link: https://www.econbiz.de/10009678950
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