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| Author: | Kroeber-Riel, W. |
| Title: | Kommunikation im Zeitalter der Informationsüberlastung. (!Information overload) |
| Journal: | Marketing: Zeitschrift fur Forschung und Praxis
1988 : AUG, VOL. 10:3, p. 182-189 |
| Index terms: | ADVERTISING BRAND NAMES |
| Language: | ger |
| Abstract: | For decades the supply of information has been much greater than the demand for it. This leads to an information overload of the receiver, namely to an information surplus in general. This article discusses effective market communication strategies for information overload with special attention to advertising. It also introduces some important professional social techniques for market communication. |
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