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  • 1
    Online Resource
    Online Resource
    Visual branding : a rhetorical and historical analysis (2016)
    Northampton, MA :Edward Elgar Pub.,
    Details
    UID:
    almahu_9948265248902882
    Format: 1 online resource (288 p.) : , ill. ; , cm.
    ISBN: 9781785365423 (e-book)
    Content: Visual Branding pulls together analyses of logos, typeface, color, and spokes-characters to give a comprehensive account of the visual devices used in branding and advertising. The book places each avenue for visual branding within a rhetorical framework that explains what that device can accomplish for the brand. It lays out the available possibilities for constructing logos and distinguishes basic types along with examples of their use and evolution over time. Authors Edward McQuarrie and Barbara Phillips place visual branding within its historical context, covering the 120-year period since brand advertising first took modern form in the United States. Using copious real-life examples to illustrate how branding has evolved with the introduction of new technologies and opportunities, the book also critiques purely psychological perspectives on branding and explains how historical and rhetorical analyses can contribute new insights. This exploration of rhetoric as an alternative to economic and psychological perspectives in marketing, advertising, and consumer scholarship will be essential reading for students and scholars in graduate programs in marketing, advertising, and consumer psychology.
    Note: Introduction -- Part I: historical perspectives on brand advertising -- 2. Overview: visual branding in historical perspective -- Part II: brand marks -- 3. A typology of brand marks -- 4. How and why brand marks vary across product categories -- 5. Rhetorical evolution of brand marks -- Part III: visual elements -- 6. Typeface in visual branding -- 7. Spokes-characters -- 8. Color -- 9. Using pictures to brand -- Epilogue: conceptual puzzles.
    Additional Edition: ISBN 9781785365416 (hardback)
    Language: English
    Keywords: Electronic books. ; Electronic books ; Electronic books ; Electronic books. ; Electronic books.
    URL: https://www.elgaronline.com/view/9781785365416/9781785365416.xml
    URL: Deutschlandweit zugänglich
    URL: Deutschlandweit zugänglich
    URL: FULL  ((Currently Only Available on Campus))
    URL: https://www.elgaronline.com/view/9781785365416/9781785365416.xml
    URL: https://www.elgaronline.com/view/9781785365416/9781785365416.xml
    Library Location Call Number Volume/Issue/Year Availability
    BibTip Others were also interested in ...
    Online Resource
    Stabi Berlin
    HU Berlin
    FU Berlin
    Berlin International
    UB Potsdam
  • 2
    Online Resource
    Online Resource
    The new consumer online : a sociology of taste, audience, and publics (2015)
    Cheltenham :Edward Elgar Pub. Ltd.,
    Details
    UID:
    almahu_9947915114302882
    Format: 1 online resource (288 p.) ; , cm.
    ISBN: 9781784716004 (e-book)
    Content: It's a new world online, where consumers can publish their writing and gain a public presence, even a mass audience. This book links together blogging, writing reviews for Yelp, and creating pinboards for Pinterest, all of which provide ordinary people the opportunity to display their tastes to strangers. Edward McQuarrie shows how the operation of taste in consumption has been changed by the Internet and offers a fresh perspective on why websites like Yelp and Pinterest have become so successful. Drawing on Bourdieu and Campbell to support his thesis, Edward McQuarrie uncovers what is new online by: presenting a sociological perspective on what consumers do online and contrasting it to more familiar economic, psychological and ethnographic views; reinterpreting Bourdieu's idea of cultural capital to understand the success of fashion bloggers; showing how the meaning of taste and what it means to dress fashionably have changed with the Web; explaining why online reviews cannot be considered word-of-mouth and therefore cannot be understood using that idea; examining why Pinterest is so attractive to female consumers while relating Pinterest to Walter Benjamin's ideas about how mechanical reproduction changes the meaning of art. This book will be valuable to students and scholars interested in consumer research, marketing, and sociology, specifically those who seek an alternative to purely psychological and economic explanations for what consumers do online.
    Note: 1. Introduction -- 2. Prelude: The borg -- 3. Essay one: Blogs and the megaphone effect -- 4. Interlude: From cultural capital to social formation -- 5. Essay two: Yelp and the soapbox imperative -- 6. Interlude: From gaining a public to going public -- 7. Essay three: Pinterest - to make public the private -- 8. Epilogue: The borg redux -- 9. References -- 10. Appendices -- 11. Author notes.
    Additional Edition: ISBN 9781784715991 (hardback)
    Language: English
    Keywords: Electronic books. ; Electronic books.
    URL: http://www.elgaronline.com/view/9781784715991.xml
    URL: Volltext  (URL des Erstveröffentlichers)
    URL: http://www.elgaronline.com/view/9781784715991.xml
    Library Location Call Number Volume/Issue/Year Availability
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    Online Resource
    Online Access
    HU Berlin
    FU Berlin
    BTU Cottbus
  • 3
    Book
    Book
    The market research toolbox : a concise guide for beginners (2012)
    Los Angeles, Calif. [u.a.] :Sage,
    Details
    UID:
    almafu_BV039871985
    Format: XVIII, 253 S. : , graph. Darst.
    Edition: 3. ed.
    ISBN: 978-1-412-99173-5 , 978-1-412-99174-2
    Note: "An ideal resource for those who want to conduct market research but have little experience in doing so, The Market Research Toolbox describes how to think of market research in the context of making a business decision. The book begins by defining market research and discussing some of the various types and techniques. It then examines what objectives can be met by doing market research and the expected payoffs. This text explores market research techniques such as secondary research, customer visits, focus groups, surveys, choice modeling and experimentation. The author describes how each technique works along with its costs and uses, tips for success, when and how to use certain techniques and precautions to take while using them. The Third Edition of The Market Research Toolbox incorporates new material on Web surveys along with more information on data analysis and sampling theory for qualitative research. Additionally, a new closing chapter illuminates the limitations of market research to clarify when it should be employed. What's New sections have been added to every chapter and new examples are included throughout the text, along with updated suggested readings and references"-- Provided by publisher.. - Includes bibliographical references and index
    Language: English
    Subjects: Economics
    RVK:
    QP 611
    Keywords: Marktforschung ; Forschungsmethode ; Marktforschung ; Methode
    URL: http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=024731288&sequence=000001&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA
    URL: Inhaltsverzeichnis
    Library Location Call Number Volume/Issue/Year Availability
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    Book
    FU Berlin get availability status
    EUV Frankfurt get availability status
  • 4
    Online Resource
    Online Resource
    The new consumer online : a sociology of taste, audience, and publics (2015)
    Cheltenham : Edward Elgar Pub. Ltd
    Details
    UID:
    gbv_1023442973
    Format: 1 Online-Ressource (288 p) , cm
    ISBN: 9781784716004
    Series Statement: Edward Elgar E-Book Archive
    Content: It's a new world online, where consumers can publish their writing and gain a public presence, even a mass audience. This book links together blogging, writing reviews for Yelp, and creating pinboards for Pinterest, all of which provide ordinary people the opportunity to display their tastes to strangers. Edward McQuarrie shows how the operation of taste in consumption has been changed by the Internet and offers a fresh perspective on why websites like Yelp and Pinterest have become so successful. Drawing on Bourdieu and Campbell to support his thesis, Edward McQuarrie uncovers what is new online by: presenting a sociological perspective on what consumers do online and contrasting it to more familiar economic, psychological and ethnographic views; reinterpreting Bourdieu's idea of cultural capital to understand the success of fashion bloggers; showing how the meaning of taste and what it means to dress fashionably have changed with the Web; explaining why online reviews cannot be considered word-of-mouth and therefore cannot be understood using that idea; examining why Pinterest is so attractive to female consumers while relating Pinterest to Walter Benjamin's ideas about how mechanical reproduction changes the meaning of art. This book will be valuable to students and scholars interested in consumer research, marketing, and sociology, specifically those who seek an alternative to purely psychological and economic explanations for what consumers do online
    Content: 1. Introduction -- 2. Prelude: The borg -- 3. Essay one: Blogs and the megaphone effect -- 4. Interlude: From cultural capital to social formation -- 5. Essay two: Yelp and the soapbox imperative -- 6. Interlude: From gaining a public to going public -- 7. Essay three: Pinterest - to make public the private -- 8. Epilogue: The borg redux -- 9. References -- 10. Appendices -- 11. Author notes
    Note: Includes bibliographical references and index
    Additional Edition: ISBN 9781784715991 (hardback)
    Additional Edition: Available in another form ISBN 9781784715991 (hardback)
    Language: English
    Keywords: Electronic books
    DOI: 10.4337/9781784716004
    URL: Volltext
    URL: Deutschlandweit zugänglich
    URL: Deutschlandweit zugänglich
    Library Location Call Number Volume/Issue/Year Availability
    BibTip Others were also interested in ...
    Online Resource
    Online Access
    Open Access Request
    Stabi Berlin
    UB Potsdam
  • 5
    Book
    Book
    The market research toolbox : a concise guide for beginners (1996)
    Thousand Oaks, Calif. [u.a.] : Sage Publ.
    Details
    UID:
    b3kat_BV011077602
    Format: XVIII, 154 S. , graph. Darst.
    ISBN: 0803958560 , 0803958579
    Note: Literaturangaben
    Language: English
    Subjects: Economics
    RVK:
    QP 611
    Keywords: Marktforschung ; Methode ; Marktforschung ; Forschungsmethode
    URL: Inhaltsverzeichnis
    Library Location Call Number Volume/Issue/Year Availability
    BibTip Others were also interested in ...
    Book
    EUV Frankfurt get availability status
  • 6
    Book
    Book
    The market research toolbox : a concise guide for beginners (2016)
    Los Angeles, Calif. [u.a.] : Sage
    Details
    UID:
    b3kat_BV042782910
    Format: XXI, 372 S. , graph. Darst.
    Edition: 4. ed.
    ISBN: 9781452291581
    Note: Includes bibliographical references and index
    Language: English
    Subjects: Economics
    RVK:
    QP 611
    Keywords: Marktforschung ; Forschungsmethode ; Marktforschung ; Methode
    Library Location Call Number Volume/Issue/Year Availability
    BibTip Others were also interested in ...
    Book
    TU Berlin get availability status
  • 7
    Book
    Book
    Customer visits : building a better market focus (2008)
    Armonk, NY [u.a.] : Sharpe
    Details
    UID:
    b3kat_BV035228011
    Format: XVIII, 213 S. , graph. Darst.
    Edition: 3. ed.
    ISBN: 9780765622242
    Language: English
    Subjects: Economics
    RVK:
    QP 620
    Keywords: Kundenbetreuung ; Besuch ; Außendienst ; Kundendienst
    URL: Inhaltsverzeichnis
    Library Location Call Number Volume/Issue/Year Availability
    BibTip Others were also interested in ...
    Book
    TH Brandenburg get availability status
  • 8
    Online Resource
    Online Resource
    The new consumer online : a sociology of taste, audience, and publics (2015)
    Cheltenham : Edward Elgar Pub. Ltd
    Details
    UID:
    kobvindex_INTNLM010905375
    Format: 1 online resource (288 p) , cm
    ISBN: 9781784716004
    Series Statement: Edward Elgar E-Book Archive
    Content: 1. Introduction -- 2. Prelude: The borg -- 3. Essay one: Blogs and the megaphone effect -- 4. Interlude: From cultural capital to social formation -- 5. Essay two: Yelp and the soapbox imperative -- 6. Interlude: From gaining a public to going public -- 7. Essay three: Pinterest - to make public the private -- 8. Epilogue: The borg redux -- 9. References -- 10. Appendices -- 11. Author notes
    Content: It's a new world online, where consumers can publish their writing and gain a public presence, even a mass audience. This book links together blogging, writing reviews for Yelp, and creating pinboards for Pinterest, all of which provide ordinary people the opportunity to display their tastes to strangers. Edward McQuarrie shows how the operation of taste in consumption has been changed by the Internet and offers a fresh perspective on why websites like Yelp and Pinterest have become so successful. Drawing on Bourdieu and Campbell to support his thesis, Edward McQuarrie uncovers what is new online by: presenting a sociological perspective on what consumers do online and contrasting it to more familiar economic, psychological and ethnographic views; reinterpreting Bourdieu's idea of cultural capital to understand the success of fashion bloggers; showing how the meaning of taste and what it means to dress fashionably have changed with the Web; explaining why online reviews cannot be considered word-of-mouth and therefore cannot be understood using that idea; examining why Pinterest is so attractive to female consumers while relating Pinterest to Walter Benjamin's ideas about how mechanical reproduction changes the meaning of art. This book will be valuable to students and scholars interested in consumer research, marketing, and sociology, specifically those who seek an alternative to purely psychological and economic explanations for what consumers do online
    Note: Includes bibliographical references and index
    Additional Edition: Available in another form ISBN 9781784715991(hardback)
    Additional Edition: ISBN 9781784715991
    Language: English
    Keywords: Electronic books
    DOI: 10.4337/9781784716004
    URL: FULL  ((Currently Only Available on Campus))
    Library Location Call Number Volume/Issue/Year Availability
    BibTip Others were also interested in ...
    Online Resource
    Open Access Request
    Berlin International
  • 9
    Online Resource
    Online Resource
    The new consumer online : a sociology of taste, audience, and publics (2015)
    Cheltenham :Edward Elgar Pub. Ltd.,
    Details
    UID:
    edocfu_9958373029302883
    Format: 1 online resource (288 p.) ; , cm.
    ISBN: 9781784716004 (e-book)
    Content: It's a new world online, where consumers can publish their writing and gain a public presence, even a mass audience. This book links together blogging, writing reviews for Yelp, and creating pinboards for Pinterest, all of which provide ordinary people the opportunity to display their tastes to strangers. Edward McQuarrie shows how the operation of taste in consumption has been changed by the Internet and offers a fresh perspective on why websites like Yelp and Pinterest have become so successful. Drawing on Bourdieu and Campbell to support his thesis, Edward McQuarrie uncovers what is new online by: presenting a sociological perspective on what consumers do online and contrasting it to more familiar economic, psychological and ethnographic views; reinterpreting Bourdieu's idea of cultural capital to understand the success of fashion bloggers; showing how the meaning of taste and what it means to dress fashionably have changed with the Web; explaining why online reviews cannot be considered word-of-mouth and therefore cannot be understood using that idea; examining why Pinterest is so attractive to female consumers while relating Pinterest to Walter Benjamin's ideas about how mechanical reproduction changes the meaning of art. This book will be valuable to students and scholars interested in consumer research, marketing, and sociology, specifically those who seek an alternative to purely psychological and economic explanations for what consumers do online.
    Note: 1. Introduction -- 2. Prelude: The borg -- 3. Essay one: Blogs and the megaphone effect -- 4. Interlude: From cultural capital to social formation -- 5. Essay two: Yelp and the soapbox imperative -- 6. Interlude: From gaining a public to going public -- 7. Essay three: Pinterest - to make public the private -- 8. Epilogue: The borg redux -- 9. References -- 10. Appendices -- 11. Author notes.
    Additional Edition: ISBN 9781784715991 (hardback)
    Language: English
    Keywords: Electronic books.
    URL: http://www.elgaronline.com/view/9781784715991.xml
    Library Location Call Number Volume/Issue/Year Availability
    BibTip Others were also interested in ...
    Online Resource
    FU Berlin
  • 10
    Book
    Book
    The new consumer online : a sociology of taste, audience, and publics (2015)
    Cheltenham, UK : Edward Elgar Publishing
    Details
    UID:
    gbv_847467333
    Format: x, 265 Seiten , Diagramme
    ISBN: 9781784715991 , 9781784716004
    Additional Edition: ISBN 9781784716004
    Additional Edition: Erscheint auch als Online-Ausgabe McQuarrie, Edward F. The new consumer online Cheltenham, UK : Edward Elgar Publishing, 2015 ISBN 1784716006
    Additional Edition: ISBN 9781784716004
    Language: English
    Subjects: Economics , Sociology
    RVK:
    QP 650
    RVK:
    QW 300
    RVK:
    MS 5560
    RVK:
    QP 621
    Keywords: Konsumsoziologie ; Online-Marketing
    Library Location Call Number Volume/Issue/Year Availability
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    Book
    Stabi Berlin get availability status
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