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How publicity and advertising spending affect marketing and company performance : print media publicity about durable-goods/services brands has a stronger impact than advertising
Spotts, Harlan E.; Weinberger, Marc G.; Weinberger, … - In: Journal of advertising research 55 (2015) 4, pp. 416-432
Persistent link: https://www.econbiz.de/10011429162
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Corporate advertising at the age of social media
Aktan, Ercan; Ozupek, Mehmet Nejat - In: Handbook of research on effective advertising …, (pp. 197-212). 2015
Persistent link: https://www.econbiz.de/10011283753
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Monitor Wirtschaftskommunikation
2014 - 1. Aufl.
Persistent link: https://www.econbiz.de/10010529663
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Kommunikations- und Identitätspolitik
Zich, Christian - In: Marketing im Nebenfach, (pp. 109-128). 2013
Persistent link: https://www.econbiz.de/10010363670
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Deconstructing symbolic ideology in contemporary communication strategy in advertising : the case of Nirma and Wheel
Rath, Pragyan; Bharadwaj, Apoorva - In: IIMB management review 26 (2014) 1, pp. 17-27
Persistent link: https://www.econbiz.de/10010383432
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Marketing public relations : a consumer-focused strategic perspective
Papasolomou, Ioanna; Thrassou, Alkis; Vrontis, Demetris; … - In: Journal of customer behaviour 13 (2014) 1, pp. 5-24
Persistent link: https://www.econbiz.de/10010384234
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Using corporate advertising to improve public perception of energy companies
Smith, Katherine Taken; Smith, L. Murphy; Dunbar, Seth - In: Journal of strategic marketing 22 (2014) 4, pp. 347-356
Persistent link: https://www.econbiz.de/10010387290
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Sustainability in business communication : an overview
Andersen, Sophie Esmann; Grove Ditlevsen, Marianne; … - In: Nachhaltigkeit in der Wirtschaftskommunikation, (pp. 21-46). 2013
Persistent link: https://www.econbiz.de/10010198013
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Is corporate advertising effective in a crisis? : the effects of crisis type and evaluative tone of news coverage
Kim, Sojung; Choi, Sejung Marina - In: Journal of promotion management : JPM 20 (2014) 2, pp. 97-114
Persistent link: https://www.econbiz.de/10010373184