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| Author: | Pepels, W. |
| Title: | Marketing-Kommunikation: Voraussetzungen- Begriffe-Beeinflussungen-Wirkungen (Marketing communication: preconditions, concepts, influences, effects) |
| Journal: | Markenartikel
1991 : NR. 11, p. 508-514 |
| Index terms: | MARKETING CHANNELS |
| Language: | ger |
| Abstract: | This is a scientific treatise aiming at precise definition of advertising from a communication theory point of view: one- way-two-way communication, noise, personal- impersonal channels, advertising as a goal oriented type of communication, advertising as a means to modify consumer attitudes, efficiency of advertising etc. |
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