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Die Reklame. Eine Untersuchung über Ankündigungswesen und Werbetätigkeit im Geschäftsleben
1916
by
Mataja
World War I
Competition
Consumer Sovereignty
Gustav Schmoller
Werner Sombart
Price Formation
Volkswirtschaft
Innovation
Division of Labor
Plato
Cartels
Capitalism
Ferdinand Lassalle
Karl Bucher
Socialism
Hjalmar Schacht
Trade Unions
Economic Development
Industrial Revolution
Profit and Loss
Proletariat
Cooperatives
Economic Efficiency
Monopoly
Stock Exchange
Social Policy
Market Structure
Price Controls
International Trade
Subsidies
Karl Knies
Table of Contents · 76 segments
1
Title Page and Publication Details
theoretical
2
Preface to the First and Second Editions
theoretical
3
Table of Contents and Abbreviations
theoretical
4
Chapter 1: Sales and Purchasing Activity
chapter
5
Chapter 2: The Essence and Principles of Advertising
chapter
6
Chapter 3: Overview of Advertising Media
chapter
7
Chapter 4: Economic Significance of Advertising (Part 1)
chapter
8
Chapter 4: Economic Significance of Advertising (Part 2 - Negative Effects)
chapter
9
Chapter 4: Economic Significance of Advertising (Part 3 - Costs and Art)
chapter
10
Vertriebstechnik und Vertriebsförderung
chapter
11
Vertriebsförderung durch die Beschaffenheit der Leistungen
chapter
12
Die Organisation des Vertriebes
chapter
13
Geschäftseinrichtungen von Reklamewert
chapter
14
Volkswirtschaftliche Würdigung der Vertriebstechnik
theoretical
15
Die Organisation des Reklamewesens: Vorbemerkung und Akteure
chapter
16
Spezialisierte Berufe: Preßagenten, Akquisiteure und Hilfsgewerbe
chapter
17
Sales Personnel and Direct Selling Techniques
chapter
18
Commercial Travelers and the Impact of Cartels
chapter
19
The Shift from Personal Selling to Print Advertising
chapter
20
Exhibitions, Information Bureaus, and Specialized Literature
chapter
21
Advertising Education, Exhibitions, and Professional Associations
chapter
22
The Increase of Advertisements and Their Effects on the Press
chapter
23
Advertising as a Lever for Large-Scale Enterprise and Social Criticism
theoretical
24
Historical Development of Information Bureaus and Intelligence Gazettes
theoretical
25
The Expansion of Advertising into Ideal and Political Spheres
theoretical
26
The Risks of Commercial Influence on Editorial Integrity
theoretical
27
The Cleansing of the Advertising Section
chapter
28
Business Policy and Legal Responsibility in Advertising
chapter
29
Circulation Figures and Transparency
chapter
30
Editorial Advertising and Hidden Promotion
chapter
31
Support for Advertisers and Promotion Departments
chapter
32
The Organization of the Advertising Market
chapter
33
Advertising Technology: The Nature of Announcements
chapter
34
Umfang und Nachhaltigkeit der Propaganda: Stetigkeit vs. Gelegentlichkeit
theoretical
35
Wirkungshäufung und das Gesetz des abnehmenden Ertrages
theoretical
36
Differenzierung der Werbewirkung: Erziehliche Propaganda vs. Gelegenheitsgeschäfte
theoretical
37
Die Tendenz zum Großbetrieb in der Reklame
theoretical
38
Die Frauen und die Reklame: Psychologie der Konsumentin
theoretical
39
Das Warenhaus als psychologisches Verführungssystem
theoretical
40
Wissenschaft und Reklametechnik: Die Rolle der Psychologie
theoretical
41
Methoden der Werbeforschung und Zukunft der Werbelehre
theoretical
42
Das Wachstum und seine Gründe: Wirtschaftliche Entwicklung
chapter
43
Reklame und der kapitalistische Großbetrieb
chapter
44
Bedürfnisweckung und Konsumverhalten
chapter
45
Technische Innovation und Bildung als Wachstumsfaktoren
chapter
46
Expansion der Reklame in nicht-kommerzielle Bereiche
chapter
47
Der Selbstvermehrungstrieb und die Grenzen der Reklame
chapter
48
Counter-tendencies to Advertising Growth: Consumer Cooperatives and Public Enterprises
chapter
49
The Impact of Cartels and Trusts on Advertising Expenditure
chapter
50
Professional Ethics and Voluntary Restrictions on Advertising
chapter
51
The Department Store: Origins and Economic Logic of Mass Sales
chapter
52
Department Store Tactics: Special Sales, Loss Leaders, and Newspaper Advertising
chapter
53
The Department Store as a Cultural and Educational Institution
chapter
54
Mail-Order Businesses: Definitions and Types
chapter
55
The Concentration and Economic Structure of Mail-Order
theoretical
56
The American Model: Montgomery Ward and Sears, Roebuck & Co.
chapter
57
Advertising Techniques and Professionalization in Mail-Order
theoretical
58
International Expansion and Local Resistance
chapter
59
Ethics, Trust, and Customer Retention in Mail-Order
theoretical
60
Socio-Economic Impact and the Future of Mail-Order
theoretical
61
The Rise of Branded Goods (Markenartikel)
theoretical
62
The Relationship Between Brands and Advertising
theoretical
63
Impact of Branded Goods on Trade Organization
theoretical
64
The Conflict of Substitution and Price Maintenance
theoretical
65
Retailer Resistance and the Advantages of the Brand System
theoretical
66
Advertising's Influence on Industrial and Trade Organization
theoretical
67
State Regulation and Competition in Advertising
chapter
68
The Protection of General Interests and Aesthetic Regulation
chapter
69
State Promotion of Advertising and Infrastructure
chapter
70
Advertising Taxes and Economic Considerations
chapter
71
Addenda and Updates to the Second Edition
chapter
72
Military Advertising and Final Addenda
chapter
73
Comprehensive Bibliography: Economics and General Theory
bibliography
74
Bibliography: Specialized Branches, Psychology, and Technique
bibliography
75
Bibliography: History, Law, and Ethics
bibliography
76
Subject Index (Sachregister)
bibliography