Das Influencer Marketing hat sich in Deutschland in den vergangenen Jahren immer mehr etabliert und entwickelt sich langsam aus der Experimentierphase zu einem wesentlichen Baustein der Marketing-Strategie von Unternehmen. Dabei kristallisieren sich immer mehr Standards und allgemeingültige...

This volume is concerned with the complexities of the relationship between globalization and different groups of consumers in developing countries. Globalization, it is argued, can yield frustration and disappointment as well as welfare gains for consumers; it may, but does not necessarily,...

TABLE OF CONTENTS -- DEDICATION -- PREFACE -- INTRODUCTION -- CHAPTER 1-GET ATTENTION -- How Important Is the Headline? -- What Kinds of Rewards Do Good Headlines Promise? -- 100 Good Headlines and Why They Were so Profitable -- The Attraction of the Specific -- How Many Words Should a Headline...