Springer Gabler
Markensoziologische Werbung (English, Oliver Carlo Errichiello)
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About the Book
Welchen grundlegenden markensoziologischen Erkenntnissen unterliegt durchsetzungsstarke Werbung? Welche Mechanismen k�nnen eingesetzt werden, um bestimmte Vorstellungen bei Gruppen zu aktivieren und dadurch Wirtschaftsk�rper zu st�rken? Oliver Carlo Errichiello pr�sentiert eine markensoziologische Theorie der Werbung unter besonderer Ber�cksichtigung der Bedeutung kollektiver Resonanzfelder. Am Beispiel Italien und der Fiat-Markenwerbung �ber die…
ISBN: 9783834945068
Book Specifications
| ISBN-13 | 9783834945068 |
| ISBN-10 | 3834945064 |
| Publisher | Springer Gabler |
| Category | Springer Gabler |
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