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Stereotype in Marketing und Werbung

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Product Details

Brand
Springer Nature
Manufacturer
N/A
Part Number
0
GTIN
9783658242169
Condition
New
Product Description

Der Band vereinigt Beitrge verschiedenster Disziplinen zu Stereotypen in Werbung und Marketing. Schwerpunkte liegen auf Risiken und Potenzialen von Stereotypen in der Markt- und Personalkommunikation, auf ihrer Bedeutung im Nation/Place Branding sowie auf sozialen Stereotypisierungen in unterschiedlichen Kontexten (u.a. in Markenkommunikation, B2B, HRM). Der Begriff des Stereotyps hat sich so das Ergebnis fachbergreifend in Sprach-, Kommunikations-, Medien-, Werbe- und Wirtschaftswissenschaft als ein Konzept bewhrt, das Einsichten ber kultur-, zeit- und branchenspezifische Orientierungs- und Identifikationsangebote in der Unternehmenskommunikation verspricht.

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