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Werbegeschichte(n)
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Dieser Sammelband bndelt Beitrge zur historischen wie modernen Markenkommunikation. Die Geschichte der Werbung ist reich an Vernderungen, die durch gesellschaftliche Entwicklungen, das Aufkommen neuer Kommunikationsmedien oder aber die Erschlieung internationaler Mrkte bedingt sind und eine jeweilige Adaption der Markenkommunikation an die jeweiligen Verhltnisse erforderlich machen. Beleuchtet werden entsprechend die von den Unternehmen in Geschichte und Gegenwart genutzten Strategien aus kommunikationspolitischer, marketingbezogener und sprachwissenschaftlicher Perspektive.
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