The role of language and symbols in promotional strategies and marketing schemes

Manuela Epure and Lorena Clara Mihaes, editors.

"This book explores the power of words and symbols used by promotional strategies and marketing schemes. It analyses how the consumers' choices are influenced by words, signs and symbols used in marketing communication. It also investigates the role of language as a tool of manipulation rather than of mere persuasion"--

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Year of publication:	2018
Other Persons:	Epure, Manuela (ed.) ; Mihaes, Lorena Clara (ed.)
Publisher:	Hershey, Pennsylvania (701 E. Chocolate Avenue, Hershey, Pennsylvania, 17033, USA) : IGI Global
Subject:	Sprache \| Language \| Marketingmanagement \| Marketing management \| Werbung \| Advertising \| Werbewirkung \| Advertising effects \| Beziehungsmarketing \| Relationship marketing \| Welt \| World

Extent:	1 Online-Ressource(29 PDFs (xxv, 333 pages))
Type of publication:	Book / Working Paper
Language:	English
ISBN:	978-1-5225-5779-1 ; 978-1-5225-5778-4
Other identifiers:	10.4018/978-1-5225-5778-4 [DOI]
Source:	ECONIS - Online Catalogue of the ZBW

Persistent link: https://www.econbiz.de/10012393803