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  • Brains on Fireby Robbin Phillips; Greg Cordell; Geno Church; Spike Jones

    Wiley 2010; US$ 24.95 US$ 21.99

    Develop and harness a powerful, sustainable word-of-mouth movement How did the 360-year-old scissor company, Fiskars, double its profit in key markets just by realizing its customers had already formed a community of avid scrapbookers? How is Best Buy planning to dominate the musical instruments market? By understanding the Brains on Fire model... more...

  • Persuasive Advertisingby Professor J. Scott Armstrong

    Palgrave Macmillan 2010; US$ 105.00

    Written by a leading authority, this book is a comprehensive and definitive guide to advertising that incorporates a vast amount of research and expert opinion. It draws upon the evidence to establish principles that can be applied to achieve successful and effective advertising and evaluates all of the relevant attributes and aspects of this. more...

  • Taboo in Advertisingby Elsa Simões Lucas Freitas

    John Benjamins Publishing Company 2008; US$ 143.00

    Taboos are much more than just a synonym of ‘forbidden’. Proof of the concept’s complexity can be found in the way ads often try to hide the taboo inherent to their products or, conversely, in the way certain taboo readings are foregrounded on purpose in other ads. This volume shows why and how that happens, using print and television ads to exemplify... more...

  • Web Advertisingby Anja Janoschka

    John Benjamins Publishing Company 2004; US$ 158.00

    This book examines new forms of communication that have emerged through the interactive capabilities of the Internet, in particular online advertising and web advertisements. It develops a new model of online communication, incorporating mass communication and interpersonal communication. Interactive mass communication redefines the roles of online... more...

  • The Secrets of Word-of-Mouth Marketingby George SILVERMAN

    AMACOM 2011; US$ 4.99

    Positive word of mouth accelerates sales like nothing else. But it doesn’t just happen by chance. more...

  • Nachhaltige Markendifferenzierung von Commoditiesby Tim Bohmann

    Gabler Verlag 2011; US$ 51.74

    Mit einem Geleitwort von Prof. Dr. Christoph Burmann more...

  • Hochschul-PR in Deutschlandby Heike Bühler; Gabriele Naderer; Robertine Koch; Carmen Schuster

    Deutscher Universitätsverlag 2007; US$ 42.34

    Die Presse- und Öffentlichkeitsarbeit an Hochschulen steht vor immer komplexeren Aufgaben. Das ist eine Folge der stärkeren Profilierung der e- zelnen Hochschulen und des nie gekannten Wettbewerbs um Stellen und M- tel, um wissenschaftliche Reputation und öffentliche Anerkennung. Dabei sind die Presse- und Marketingstellen der Hochschulen teilweise... more...

  • Forschen unter Bedingungen kultureller Fremdheitby Gabriele Cappai

    VS Verlag für Sozialwissenschaften 2008; US$ 40.45

    Die Beitragsautoren gehen der Frage nach, ob unter der Bedingung kultureller Differenz gültiges Wissen erzeugt wird, wenn beispielsweise in westlichen Gesellschaften entwickelte und vielfach erprobte Methoden der Datengenerierung, wie sie das biographische bzw. erzählende Interview, das Gruppendiskussionsverfahren oder die Beobachtung darstellen, angewandt... more...

  • Abwechslungsbedürfnis und Werbewirkungby Prof. Dr. Hartwig Steffenhagen; Christian Frédéric Dechêne

    Deutscher Universitätsverlag 2007; US$ 51.74

    Christian Dechêne untersucht, wie sich das Abwechslungsbedürfnis von Konsumenten auf ihre Reaktion auf unterschiedlich gestaltete Werbemittel auswirkt. Anhand eines in der Aachener Innenstadt mit 650 Probanden durchgeführten Experiments zeigt er, dass das Abwechslungsbedürfnis die zugrunde gelegten Wirkungskriterien durchweg - wenn auch unterschiedlich... more...

  • International Advertising and Communicationby Sandra Diehl; Ralf Terlutter

    Deutscher Universitätsverlag 2006; US$ 111.96

    Worldwide, international communication, and in particular international - vertising have become critical areas in communication research. The growing globalisation of markets requires firms to take an increasingly international orientation in developing communication policies. The goal of this book is to contribute to more systematic research in this... more...