Stereotype?: Frauen und Männer in der Werbung
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Paul Steiner untersucht die marketingspezifische Relevanz des menschlichen Sinnessystems und die verschiedenen Facetten multisensualen Brandings. Der Autor liefert dazu Grundlagen der Markenführung und wichtige Ansatzpunkte zur multisensualen Gestaltung von Marken, um so Konsume…
"A look at how customer experiences and memories influence and change brand development and marketing"-- "The Physics of Brand is an exploration of how brands evolve in time and space. Drawing on experience working with companies such as Patagonia, General Mills, Target, and mo…
We live in an age of addiction, from compulsive gaming and shopping to binge eating and opioid abuse. Sugar can be as habit-forming as cocaine, researchers tell us, and social media apps are hooking our kids. But what can we do to resist temptations that insidiously and delibera…
We live in an age of addiction, from compulsive gaming and shopping to binge eating and opioid abuse. What can we do to resist temptations that insidiously and deliberately rewire our brains? Nothing, David Courtwright says, unless we understand the global enterprises whose "lim…
'Integrated Marketing Communication' offers a classroom-tested, step-by-step approach to the creative processes and strategies for effective IMC. One of the most hands-on texts on the market, this new and fully updated third edition covers key skills and details important develo…
