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| book details |
Medienbezogene Effekte von Product Placement: Theoretische Konzeption und empirische Analyse
By (author)
Peggy Rathmann
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normal price: R 2 691.95
Price: R 2 422.95
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| book description |
Das Kommunikationsinstrument Product Placement bietet für Produzenten und Unternehmen gute Möglichkeiten, sich marktbezogenen, technischen und konsumentenbezogenen Veränderungen anzupassen und gewinnt daher zunehmend an Bedeutung. Auf Basis einer umfassenden theoretischen und empirischen Analyse untersucht Peggy Rathmann, welche Wirkungen Product Placement auf medienbezogene Erfolgsgrößen hat und welche Faktoren diese Wirkeffekte beeinflussen. Unter Nutzung von verhaltenswissenschaftlichen Theorien erarbeitet die Autorin einen theoretisch-konzeptionellen Bezugsrahmen. Zur Überprüfung des Untersuchungsmodells zieht sie ein experimentelles Vorgehen heran.
| product details |
Normally shipped |
Available from overseas. Usually dispatched in 14 days
Publisher |
Springer Fachmedien Wiesbaden
Published date |
29 Aug 2014
Language |
German
Format |
Paperback / softback
Pages |
215
Dimensions |
210 x 148 x 0mm (L x W x H)
Weight |
0g
ISBN |
978-3-6580-6847-9
Readership Age |
BISAC |
business & economics / management
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Broken Country: AMAZON'S BOOK OF THE YEAR - THE MILLION-COPY BESTSELLER
Clare Leslie Hall
Paperback / softback
320 pages
Enquiries only
An epic love story with the pulse of a thriller that asks: what would you risk for a second chance at first love?
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Exiles: Times book of the month 'Stanley Kubrick meets MR James'
Mason Coile
Paperback / softback
224 pages
was: R 520.95
now: R 468.95
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A terrifying locked-room mystery set in a remote outpost on Mars.
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Theory & Practice
Michelle de Kretser
Hardback
192 pages
was: R 422.95
now: R 380.95
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The Correspondent
Virginia Evans
Hardback
288 pages
was: R 450.95
now: R 405.95
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