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- Title
Geschichte gibt Gestalt: Einsatz möglichkeiten, Wirkungen und Grenzen der Historie in der Marketingkommunikation.
- Authors
Krebber, Felix
- Abstract
This article describes how references to corporate history, product history and history in general are used in marketing communication. Marketing (product design), branding, and marketing communication (advertising, product communication) are discussed. Based on a comprehensive research overview, effects and goals of the use of story are systematized. Recommendations for communication practice conclude the text.
- Subjects
MARKETING; COMMUNICATION in marketing; CORPORATE history; PRODUCT design; ADVERTISING; CORPORATE communications
- Publication
Transfer: Zeitschrift für Kommunikation & Markenmanagement, 2023, Vol 69, Issue 2, p43
- ISSN
1436-798X
- Publication type
Article