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Year of publication
Subject
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Werbemittel 283 Promotional materials 257 Deutschland 73 Germany 70 Theorie 58 Theory 58 Werbung 46 Werbepsychologie 27 Advertising 26 Werbewirkung 26 Market research 25 Marktforschung 25 Psychology of advertising 25 Advertising effects 24 Consumer behaviour 23 Konsumentenverhalten 23 USA 23 United States 23 Marketing 19 Werbeplanung 19 Marketing management 18 Marketingmanagement 18 Media usage 18 Mediennutzung 18 Advertising planning 15 East Germany 15 Ostdeutschland 15 Kommunikation 13 Direktmarketing 12 Sales promotion 12 Verkaufsförderung 12 Direct marketing 11 Hörfunkwerbung 11 Radio advertising 11 Einzelhandel 10 Zielgruppe 10 Retail trade 9 Print advertising 8 Printwerbung 8 Werbeträger 8
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Online availability
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Free 9 Undetermined 9
Type of publication
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Book / Working Paper 157 Article 120 Journal 6
Type of publication (narrower categories)
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Article in journal 81 Aufsatz in Zeitschrift 81 Graue Literatur 65 Non-commercial literature 65 Hochschulschrift 52 Thesis 42 Aufsatz im Buch 38 Book section 38 Bibliografie enthalten 21 Bibliography included 21 Arbeitspapier 20 Working Paper 20 Mehrbändiges Werk 15 Multi-volume publication 15 Statistics 14 Statistik 14 Amtsdruckschrift 5 Government document 5 Guidebook 5 Ratgeber 5 Case study 4 Fallstudie 4 Umfrage 4 Collection of articles of several authors 3 Dissertation u.a. Prüfungsschriften 3 Forschungsbericht 3 Sammelwerk 3 Accompanied by computer file 2 Collection of articles written by one author 2 Elektronischer Datenträger 2 Elektronischer Datenträger als Beilage 2 Handbook 2 Handbuch 2 No longer published / No longer aquired 2 Sammlung 2 Systematic review 2 Übersichtsarbeit 2 Advisory report 1 Einführung 1 Filmografie 1
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Language
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German 172 English 95 Undetermined 6 French 5 Dutch 2 Italian 1 Norwegian 1 Spanish 1
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Author
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Gierl, Heribert 5 Pepels, Werner 4 Böcker, Franz 3 Mayer, Hans 3 Reichart, Paul 3 Schwaiger, Manfred 3 Ballauff, Erik 2 Bauer, Hans H. 2 Belk, Russell W. 2 Blakeman, Robyn 2 Bohnsack, Ralf 2 Broadbent, Simon 2 Bruhn, Manfred 2 Childers, Terry L. 2 Daduna, Joachim Rolf 2 Dechêne, Christian Frédéric 2 Delgado-Ballester, Elena 2 Drees, Norbert 2 Engelmann, Jens 2 Esch, Franz-Rudolf 2 Geuens, Maggie 2 Heckler, Susan E. 2 Helmke, Stefan 2 Houston, Michael J. 2 Jedidi, Kamel 2 Jiang, Zhengrui 2 Korff, Guido 2 Laran, Juliano 2 Montoya, Ricardo 2 Musiol, Gerald 2 Netzer, Oded 2 Overgaard, Per Baltzer 2 Palazon, Mariola 2 Pralle, Peter 2 Sarkar, Sumit 2 Schneider, Willy 2 Silberer, Günter 2 Tsiros, Michael 2 Uebel, Matthias 2 Urban, Alexander 2
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Institution
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Institut für Demoskopie Allensbach 16 Axel-Springer-Verlag / Media-Service 2 Europäische Kommission 2 Rijksuniversiteit Gent / Faculteit Economie en Bedrijfskunde 2 UNIVATION, Verein für Angewandte Betriebswirtschaft an der Technischen Universität Chemnitz-Zwickau 2 Axel Springer Verlag, Marketing Anzeigen 1 Deutsche Bundespost 1 Deutsche Bundespost / Postdienst 1 Deutsches Seminar für Fremdenverkehr Berlin 1 Deutschland / Bundeswehr / Universität Hamburg 1 Deutschland <Bundesrepublik> / Bundesministerium für das Post- und Fernmeldewesen 1 Europäische Kommission / Generaldirektion Informationsgesellschaft 1 Fördergesellschaft Marketing an der Universität Augsburg 1 Förderverein Marburger Japan-Reihe 1 Gesellschaft für Innovative Marktforschung <Heidelberg> 1 Institut für Statistik und Mathematische Wirtschaftstheorie <Augsburg> 1 Steinbeis-Stiftung für Wirtschaftsförderung 1 Technische Universität Berlin 1 USA / Bureau of the Census 1 USA / General Accounting Office 1 Verlag Dr. Hut <München> 1
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Published in...
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European journal of marketing : EJM 6 Jahrbuch der Absatz- und Verbrauchsforschung 6 Marketing : ZFP ; journal of research and management 6 Journal of consumer research : JCR ; an interdisciplinary bimonthly 5 Transfer, Werbeforschung & Praxis : Zeitschrift für Werbung, Kommunikation und Markenführung 5 Europäische Hochschulschriften / 5 4 Journal of marketing research : JMR 4 Arbeitspapier / Institut für Marketing, Universität Mannheim 3 Interaktive Werbung : Marketingkommunikation auf dem Weg ins digitale Zeitalter 3 Journal of business economics : JBE 3 Journal of retailing and consumer services 3 Konsumentenforschung : gewidmet Werner Kroeber-Riel zum 60. Geburtstag 3 Schriften zum Marketing 3 Abhandlungen zur Werbewissenschaft und Werbepraxis 2 Arbeitspapiere zur mathematischen Wirtschaftsforschung 2 Beiträge des Instituts für Empirische Wirtschaftsforschung 2 DUV / Wirtschaftswissenschaft 2 Europäische Hochschulschriften / 2 2 Gabler Edition Wissenschaft / Forschungsgruppe Konsum und Verhalten 2 Info: die Zeitschriften des Axel-Springer-Verlages 2 Journal of consumer policy : consumer issues in law, economics and behavioural sciences 2 Journal of marketing 2 Marketing science : the marketing journal of the Institute for Operations Research and the Management Sciences 2 Marketingprobleme : innovative Lösungsansätze aus Forschung und Praxis 2 Materialien zum Produkt-Marketing 2 Qualitative Marktforschung : Konzepte - Methoden - Analysen 2 Schriftenreihe Angewandte Betriebswirtschaft 2 Schriftenreihe Schwerpunkt Marketing / Arbeitspapier 2 Southern economic journal 2 SpringerLink / Bücher 2 The effects of communication on consumers : special issue 2 Wissen schaf(f)t Werbung : [in Gedenken an Marianne Hammerl] 2 Working paper series / Universiteit Gent, Faculteit Economie en Bedrijfskunde 2 "Issues in development" seminar series 1 A Winterthur book 1 Advances in distribution logistics 1 Agricultural and resource economics review : ARER 1 Arbeitsbericht / Institut für Wirtschaftswissenschaften, Rheinisch-Westfälische Technische Hochschule Aachen 1 Arbeitspapier / Institut für Marketing und Unternehmungsführung, Universität Bern 1 Asia Pacific journal of marketing and logistics 1
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Source
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ECONIS (ZBW) 270 USB Cologne (EcoSocSci) 13
Showing 1 - 50 of 283
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Pharmaceutical promotion : a literature review and research agenda
Harindranath R.M; Sivakumaran, Bharadhwaj - In: New techniques for brand management in the healthcare sector, (pp. 44-63). 2021
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Speed Matters : The Role of Free Software Offer in Software Diffusion
Jiang, Zhengrui - 2018
Many software products are available free of charge. While the benefits resulting from network externality have been examined in the related literature, the effect of free offer on the diffusion of new software has not been formally analyzed. We show in this study that even if other benefits do...
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Sachzuwendungen im Geschäftsleben - Missstände der einkommensteuerrechtlichen Behandlung und Reformvorschläge
Wolfersdorff, Janine von - 2018
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An Investigation of the Effectiveness of Uncertainty in Marketing Promotions Involving Free Gifts
Laran, Juliano - 2016
The authors provide a framework to predict when uncertainty will have a beneficial or detrimental impact on marketing promotions involving free gifts. While uncertainty (i.e., not knowing which free gift will be offered) decreases purchase likelihood when the decision is cognitive, it increases...
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Die Warenkorbanalyse im Absatzmarketing des Lebensmitteleinzelhandels
Senkler, Heike - 2014
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Improving on-shelf availability of promotional products at a Malaysian department store
Lee, Kuang Siew; Ling, Tan Cheng - In: Global business and organizational excellence : a … 36 (2017) 4, pp. 24-32
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Decision making under parity : an experimental examination of retailers' choice among parity trade promotions
Poddar, Amit; Donthu, Naveen; Bello, Daniel C.; … - In: Journal of marketing theory and practice 25 (2017) 2, pp. 105-124
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Free-to-play games and monetization : quantitative studies on determination and prediction of customer lifetime value
Hanner, Nicolai - 2017
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Das Corporate Publishing der Zukunft : eine Trendprognose für gedruckte und digitale CP-Produkte der kommenden 20 Jahre
Knapp, Felicitas - 2016 - 1. Auflage
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Dynamic allocation of pharmaceutical detailing and sampling for long-term profitability
Montoya, Ricardo; Netzer, Oded; Jedidi, Kamel - In: From Little's law to marketing science : essays in …, (pp. 175-209). 2016
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Digital Signage
Gramsch, André; Tröger, Andreas - 2016
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Consumer adoption of no junk mail stickers : an extended planned behavior model assessing the respective role of store flyer attachment and perceived intrusiveness
Simon, Françoise - In: Journal of retailing and consumer services 29 (2016), pp. 12-21
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Return of the Hustle : The Art of Marketing with Music
Sheinkop, Eric - 2016
Has a commercial ever brought you to tears? Has a movie ever inspired you so much you change your way of life? Has the series finale of a television show ever broken your heart? Has a video game ever altered your perception of reality? If you're like most consumers, you answered 'yes' to at...
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Efficient representation of captured geometry and reflectance
Nöll, Tobias - 2015
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Essays on sales promotion management in retailing
Königsfeld, Jerome Alexander - 2015
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Sensory identity : the impact of olfaction on consumption
Cross, Samantha N. N.; Lin, Meng-Hsien; Childers, Terry L. - 2015
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Understanding sample usage and sampling as a promotion tool : state of industry practice and current research
Dong, Xiaojing; Li, Michael; Xie, Ying - In: Innovation and marketing in the pharmaceutical industry …, (pp. 507-530). 2014
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Einführungswerbung
Pepels, Werner - In: BWL-Wissen zur Existenzgründung, (pp. 349-392). 2014
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Nontraditional media in marketing and advertising
Blakeman, Robyn - 2014
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Nontraditional media in marketing and advertising
Blakeman, Robyn - 2014
This is a concise guide that offers a step-by-step approach to the strategic use of alternative media by both the marketing and advertising professions. The text looks at why a marketing team might employ the use of alternative media vehicles over (or alongside) more traditional ones, how it can...
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Do managers reciprocate? : Field experimental evidence from a competitive market
Maréchal, Michel André; Thöni, Christian - 2007
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Die Optimierung der Gestaltung von Zeitschriftensupplementen in Bezug auf die Werbeeffizienz : der Einfluss von Gestaltungsmerkmalen auf die Attraktivität und den Informationsgrad
Iuliano, Pasquale - 2013 - 1. Aufl.
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Hedonic or utilitarian premiums : does it matter?
Palazon, Mariola; Delgado-Ballester, Elena - In: European journal of marketing : EJM 47 (2013) 8, pp. 1256-1275
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Stadtslogans zur Umsetzung der Markenidentität von Städten : eine theoretisch-konzeptionelle und empirische Untersuchung
Radtke, Bernd - 2013
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The role of product-premium fit in determining the effectiveness of hedonic and utilitarian premiums
Palazon, Mariola; Delgado-Ballester, Elena - In: Psychology & marketing 30 (2013) 11, pp. 985-995
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Die Wirkung rhetorisch gestalteter Werbemittel unter dem Einfluss des "Need for Cognition" der Werbeadressaten : theoretische Überlegungen und experimentelle Prüfung
Corsten, Thomas Johannes Walter - 2013
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Eye-Tracking im Werbemittel-Consulting
Holst, Christian - In: Dialogmarketing im Dialog : Festschrift zum …, (pp. 223-237). 2013
Persistent link: https://ebtypo.dmz1.zbw/10010416530
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An investigation of the effectiveness of uncertainty in marketing promotions involving free gifts
Laran, Juliano; Tsiros, Michael - In: Journal of marketing 77 (2013) 2, pp. 112-123
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Factors influencing consumer evaluations of gift promotions
Buil, Isabel; De Chernatony, Leslie; Montaner, Teresa - In: European journal of marketing : EJM 47 (2013) 3/4, pp. 574-595
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Steuerung im Direktmarketing und Cross Media-Response Messung
Helmke, Stefan; Uebel, Matthias - In: Effektives Customer Relationship Management : …, (pp. 95-117). 2013
Persistent link: https://ebtypo.dmz1.zbw/10009672134
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Die Zugabe als Werbung in der Entwicklung der europäischen Rechtsvereinheitlichung
Wagner, Saskia - 2006
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How we make donors feel : the relationship between premium benefit level and donor identity esteem
Sargeant, Adrian; Shang, Jen - In: International journal of nonprofit & voluntary sector … 17 (2012) 3, pp. 157-171
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Die Aktivierungskraft von Guerilla Produktinszenierungen : ein Vergleich von Guerilla Marketing und klassischer Plakatwerbung mittels Aktivierungsindikatoren im EEG
Krieger, Kai Harald; Esch, Franz-Rudolf; Osinsky, Roman; … - In: Marketing : ZFP ; journal of research and management 34 (2012) 3, pp. 196-212
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Real-Time-Bidding und die Entwicklung des datengetriebenen Dialogmarketings
Ceyp, Michael H.; Guhlke, Tobias - In: Dialogmarketing-Perspektiven 2011/2012 : Tagungsband ; …, (pp. 183-192). 2012
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Internet promotional material and conservation volunteer tourist motivations : a case study of selecting organizations and projects
Grimm, Kerry E.; Needham, Mark D. - In: Tourism management perspectives : TMP 1 (2012), pp. 17-27
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Benchmarkanalyse klassischer Medienproduktionen : Schwachstellen im Herstellungsprozess erkennen, Optimierungspotenziale ausschöpfen
Heidinger, Albrecht; Bierbaum, Nadine - 2011
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Die Selektionsentscheidung bei postalisch zugestellter Direktkommunikation : eine feldexperimentelle Überprüfung des Einflusses aktivierungsstarker Reize am Beispiel der Kundenzeit...
Schneider, Helmut; Engelmann, Jens; Luksch, Alexa - In: Journal of business economics : JBE 81 (2011) 6, pp. 629-655
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Improving the attention-capturing ability of special displays with the combination effect and the design effect
Nordfält, Jens - In: Journal of retailing and consumer services 18 (2011) 3, pp. 169-173
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Aufstand der Verkäufer. : Abhilfe für die notorische Unentschlossenheit potentieller Kunden
Gebhardt-Seele, Stephan - 2011 - 1. Aufl.
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Tourist brochures as a means to convey corporate image : the analysis of a case study in a rhetorical perspective
Santulli, Francesca - In: Discourse, communication and the enterprise : genres …, (pp. 371-389). 2011
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Tourism policy and destination marketing in developing countries : the chain of influence
Kokkranikal, Jithendran; Cronje, Paul; Butler, Richard W. - In: Tourism planning & development 8 (2011) 4, pp. 359-380
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Analysis of free gift card program effectiveness
Khouja, Moutaz; Pan, Jingming; Ratchford, Brian Thomas; … - In: Journal of retailing 87 (2011) 4, pp. 444-461
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Product effects on endorser image : the potential of reverse image transfer
Charbonneau, Jan; Garland, Ron - In: Asia Pacific journal of marketing and logistics 22 (2010) 1, pp. 101-110
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Werbung des Versandhandels - Zielsetzungen und abgeleitete Handlungsempfehlungen
Tunder, Ralph; Gresel, Ronja - In: Versandhandelsmarketing : marktorientiertes Management …, (pp. 315-340). 2010
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Nikolaus und Weihnachtsmann : Werbung als Indikator kulturellen Wertewandels
Drascek, Daniel - In: Wissen schaf(f)t Werbung : [in Gedenken an Marianne Hammerl], (pp. 74-100). 2010
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Mehrmedialität in der Werbung : Verankerung eines Begriffs und Verortung eines Ausdrucks
Reimann, Sandra - In: Wissen schaf(f)t Werbung : [in Gedenken an Marianne Hammerl], (pp. 172-197). 2010
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Dialogmarketing unter den Vorzeichenn des geänderten Konsumentenverhaltens
Lenz, Raimund - In: Dialogmarketing Perspektiven 2009/2010 : Tagungsband 4. …, (pp. 89-147). 2010
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Optimal referral bonuses with asymmetric information : firm-offered and interpersonal incentives
Kornish, Laura J.; Li, Qiuping - In: Marketing science : the marketing journal of the … 29 (2010) 1, pp. 108-121
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Visibility and involvement in effective arts marketing
Lange, Candy - In: Marketing intelligence & planning 28 (2010) 5, pp. 650-668
Persistent link: https://ebtypo.dmz1.zbw/10008651748
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Der Atmosphärenwert von Schrift
Gierl, Heribert; Schweidler, Janine - In: Transfer, Werbeforschung & Praxis : Zeitschrift für … 56 (2010) 3, pp. 6-20
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