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Research papers

The main marketing (and research) problems of the communication industry (German)

After an introduction into the main problems of publishing today (selling on two markets, concentration, total competition, new technologies, etc.), the following work is subdivided into two main sections: 1. Marketing and research of the...

Catalogue: ESOMAR Congress 1972: Marketing In A Changing World
Author: Uwe Johannsen
June 15, 1972

Research papers

The main marketing (and research) problems of the communication industry

After an introduction into the main problems of publishing today (selling on two markets, concentration, total competition, new technologies, etc.), the following work is subdivided into two main sections: 1. Marketing and research of the...

Catalogue: ESOMAR Congress 1972: Marketing In A Changing World
Author: Uwe Johannsen
June 15, 1972

Research papers

Distribution policy and distribution research

Because of the growing costs, distribution, policy and distribution research become more and more important to marketing for publishers. It is, therefore, necessary to improve the economic base of distribution of press products. To solve the...

Catalogue: Seminar 1972: Marketing And Research In The Publishing Industry
Authors: Uwe Johannsen, Claus Merbold
June 15, 1972

Research papers

Measuring and predicting sales effectiveness of advertisements

Is there any possibility to directly trace back turnover increases to the effect of certain advertising measures? or: Is it possible to measure or predict concrete sales effectiveness of advertising measures? or: Which profits bring this or the other...

Catalogue: Seminar 1965: Measuring Advertising Effectiveness
Authors: Uwe Johannsen, Heinz Alpers, Paul Howard Berent
April 1, 1965