£49.76

Springer VS Stereotype in Marketing und Werbung: Interdisziplinäre Perspektiven auf kulturspezifische Wissensrepräsentationen: 29 (Europäische Kulturen in der Wirtschaftskommunikation, 29)

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Description

Interdisziplinäre Perspektiven auf kulturspezifische Wissensrepräsentationen From the Back Cover Der Band vereinigt Beiträge 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 – fachübergreifend in Sprach-, Kommunikations-, Medien-, Werbe- und Wirtschaftswissenschaft als ein Konzept bewährt, das Einsichten über kultur-, zeit- und branchenspezifische Orientierungs- und Identifikationsangebote in der Unternehmenskommunikation verspricht. Der Inhalt Stereotypen in der Marken- und Werbekommunikation  Nationale Stereotype und Stereotypisierungen im Place Branding Stereotypisierung gesellschaftlicher Gruppen Stereotype in unternehmerischen und kommunikativen Prozessen Risiken und Potenziale aus wirtschaftswissenschaftlicher Sicht  Die Zielgruppen Dozierende und Studierende aus Sprach-, Medien- und Kommunikationswissenschaft, der interkulturellen Kommunikation, der Psychologie, der Soziologie und den Wirtschaftswissenschaften   Experteninnen und Experten aus den Bereichen Marketing und Werbung (Agenturen, Unternehmen, Regionalmarketing) Die Herausgeberin  Nina Janich ist Professorin für Germanistische Linguistik an der TU Darmstadt. Ihre Forschungsschwerpunkte sind Werbe- und Wirtschaftskommunikation, Wissenschaftskommunikation sowie Sprachkultur/Sprachkritik. About the Author Nina Janich ist Professorin für Germanistische Linguistik an der TU Darmstadt. Ihre Forschungsschwerpunkte sind Werbe- und Wirtschaftskommunikation, Wissenschaftskommunikation sowie Sprachkultur/Sprachkritik.

Product Specifications

Format
paperback
Domain
Amazon UK
Release Date
22 November 2018
Listed Since
07 November 2018

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