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The use of consumer neuroscience in aroma marketing
Smell is one of the most sensitive senses and is closely connected with emotions. Everyone has experienced a moment where a scent changed their mood and brought up memories. In this book monitoring of the effect of aromas on consumer emotions is described. It starts with a general overview of the role of scents in marketing and the use of neuroscience tools in monitoring the impact of the stimu…
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- -
- ISBN/ISSN
- 9789086869282
- Collation
- 88 hlm; ill., lamp.,
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- -
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Internationale Wahrnehmung von Urheberrechten an Musikwerken
Dieses Open-Access-Buch adressiert die durch Globalisierung und Digitalisierung zunehmende Internationalisierung der Wahrnehmung von Urheberrechten. Musikverlage, aber auch Urheber sehen sich dabei zwar der Option einer selbstbestimmten internationalen Wahrnehmung ihrer Urheberrechte gegenüber. Gleichzeitig ist dieser Schritt aber mit großen betriebswirtschaftlichen, technischen und rechtlich…
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- 1
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- -
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- -
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- XIV, 232
How to write letters that win : how to build business letters that command at…
Read the Rules \WO kinds of letters cross every desk. One— paper, ink and formality — goes the way of the waste-paper basket.
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- -
- ISBN/ISSN
- 489383440
- Collation
- 144 p. : 19 cm
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- -
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Buy Now: How Amazon Branded Convenience and Normalized Monopoly
How Amazon combined branding and relationship marketing with massive distribution infrastructure to become the ultimate service brand in the digital economy. Amazon is ubiquitous in our daily lives—we stream movies and television on Amazon Prime Video, converse with Alexa, receive messages on our smartphone about the progress of our latest orders. In Buy Now, Emily West examines Amazon's c…
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- Ed. 1
- ISBN/ISSN
- 9780262368391
- Collation
- -
- Series Title
- -
- Call Number
- 658.84 WES b
Selling the American People: Advertising, Optimization, and the Origins of Ad…
How marketers learned to dream of optimization and speak in the idiom of management science well before the widespread use of the Internet. Algorithms, data extraction, digital marketers monetizing "eyeballs": these all seem like such recent features of our lives. And yet, Lee McGuigan tells us in this eye-opening book, digital advertising was well underway before the widespread use of the I…
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- Ed. 1
- ISBN/ISSN
- 9780262374248
- Collation
- -
- Series Title
- -
- Call Number
- 659.1 MCG s
222 Keywords Marketing
Von Awareness Marketing über Customer Lifetime Value und Leapfrogging bis zur Wasserfallstrategie: Die Marketingsprache zeichnet sich durch unzählige Fachtermini und Anglizismen aus. Einen ersten schnellen Überblick verschafft das vorliegende Nachschlagewerk. Anhand von 222 übersichtlichen Schlüsselbegriffen werden die Grundkonzepte und -theorien des Marketings erläutert. Die Erklärungen…
- Edition
- 1
- ISBN/ISSN
- 978-3-658-03385-9
- Collation
- Marketing
- Series Title
- -
- Call Number
- 658.8
Digitales Dialogmarketing
Das Dialogmarketing hat sich durch den Aufschwung des Online- und Social Media-Marketings grundlegend gewandelt. Die Zahl der Medien, durch die ein Dialog mit den Zielpersonen geführt werden kann, hat sich vervielfacht. In diesem Band wird der aktuelle Stand des Dialogmarketings durch die ausgewiesenen Spezialisten der Branche detailliert beschrieben. Experten aus Agenturen und Unternehmen sow…
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- 1
- ISBN/ISSN
- 978-3-658-28973-7
- Collation
- Pemasaran/Online-Marketing-
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- -
- Call Number
- 658.8
B2B Marketing
This unique book comprehensively presents the current state of knowledge, theoretical and practical alike, in the field of business-to-business (B2B) marketing. More than 30 of the best and most recognized B2B marketers address the most relevant theoretical foundations, concepts, tried and tested approaches and models from entrepreneurial practice. Many of those concepts are published for the f…
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- 1
- ISBN/ISSN
- 978-3-030-54292-4
- Collation
- Business Management
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- -
- Call Number
- 650
The Sustainable Global Marketplace Proceedings of the 2011 Academy of Market…
Founded in 1971, the Academy of Marketing Science is an international organization dedicated to promoting timely explorations of phenomena related to the science of marketing in theory, research, and practice. Among its services to members and the community at large, the Academy offers conferences, congresses and symposia that attract delegates from around the world. Presentations from these ev…
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- -
- ISBN/ISSN
- 978-3-319-10873-5
- Collation
- -
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- -
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New Meanings for Marketing in a New Millennium
Founded in 1971, the Academy of Marketing Science is an international organization dedicated to promoting timely explorations of phenomena related to the science of marketing in theory, research, and practice. Among its services to members and the community at large, the Academy offers conferences, congresses and symposia that attract delegates from around the world. Presentations from these ev…
- Edition
- 1
- ISBN/ISSN
- 978-3-319-11926-7
- Collation
- XXIX, 302
- Series Title
- Developments in Marketing Science: Proceedings of the Academy of Marketing Science
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- -
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