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There has recently been dramatic growth in the medium of radio. However, advertisers and agencies too often still use radio for its basic tactical abilities, leaving the emotional power of the medium untapped. This book is a practical guide to understanding and…

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This book provides simple explanations of advertising media sources and calculations along with real-world examples of source material from advertising and media companies. Each of the book's 45 concise units opens with a brief text segment, presents sample…

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Das Preismanagement besitzt eine herausragende Stellung im Marketing und in der Unternehmensführung. Nicht nur ist es das einzige Marketinginstrument, das Erlöse generiert, es besitzt auch die größte, schnellste und direkteste Hebelwirkung auf die Profitabilität…

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The Media Handbook provides a practical introduction to the advertising media planning and buying process. Emphasizing basic calculations along with the practical realities of offering alternatives and evaluating the plan, this fifth edition reflects the critical…

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Corporate communication is an increasingly powerful strategic tool for connecting with a company's stakeholders. This book features contributions from leading international academics, combining a strong theoretical grounding and the latest research with a…

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Consumer satisfaction is one of the most widely investigated topics in marketing research. Yet, despite the huge research efforts invested in this area, what satisfaction really is, how it can be measured and improved, and how it impacts consumer behavior and…
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The Media Handbook provides a practical introduction to the advertising media planning and buying process. Emphasizing basic calculations along with the practical realities of offering alternatives and evaluating the plan, this fifth edition reflects the critical…

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Understanding Effective Advertising: How, When, and Why Advertising Works reviews and summarizes an extensive body of research on advertising effectiveness. In particular, it summarizes what we know today on when, how, and why advertising works. The primary focus…