Concept
type: Class

has broader
comment: Broader concepts are typically rendered as parents in a concept hierarchy (tree). @en
sub property of: Transitive
definition: Relates a concept to a concept that is more general in meaning. @en

is in scheme
definition: Relates a resource (for example a concept) to a concept scheme in which it is included. @en

has narrower match
sub property of: has narrower
sub property of: mappingRelation
definition: skos:narrowMatch is used to state a hierarchical mapping link between two conceptual resources in different concept schemes. @en

has narrower
comment: Narrower concepts are typically rendered as children in a concept hierarchy (tree). @en
sub property of: Transitive
definition: Relates a concept to a concept that is more specific in meaning. @en

notation
definition: A notation, also known as classification code, is a string of characters such as "T58.5" or "303.4833" used to uniquely identify a concept within the scope of a given concept scheme. @en

preferred label
comment: skos:prefLabel, skos:altLabel and skos:hiddenLabel are pairwise disjoint properties. @en
comment: The range of skos:prefLabel is the class of RDF plain literals. @en
comment: A resource has no more than one value of skos:prefLabel per language tag. @en
sub property of: label
definition: The preferred lexical label for a resource, in a given language. @en

M37 - Werbung
label: M37 - Advertising @en
label: Werbung
label: Advertising @en
broad match: Marketingkommunikation

Thsys
type: Class

Standard-Thesaurus Wirtschaft
type: Dataset
type: ConceptScheme
label: STW Thesaurus for Economics @en

Imagepflege
type: Descriptor
type: Concept
label: Business communication @en
label: PR (Public Relations) @en
label: Corporate communications @en
label: Betriebliche Informationspolitik
label: Wirtschaftskommunikation
label: Corporate communication @en
label: Öffentlichkeitsarbeit
label: Public relations @en
broader: Marketingkommunikation

Telefonmarketing
type: Descriptor
type: Concept
label: Direktwerbung
label: Direct marketing @en
label: Dialogmarketing
label: Direct mailing @en
label: Direktmarketing
label: Direct advertising @en
label: Personalisierte Werbung
label: Direct-to-consumer advertising @en
label: Personalized advertising @en
label: Direct mail @en
broader: Marketingkommunikation

Retourenmanagement
type: Descriptor
type: Concept
label: Customer service @en
label: Kundenbetreuung
label: Kundendienst
label: Post-purchase marketing @en
label: Returns management @en
label: Kunden-Hotline
label: Kundenservice
label: Technischer Kundendienst
label: After-sales service @en
label: Nachkaufmarketing
label: After-Sales-Management
broader: Marketingkommunikation

Partievermarktung
type: Descriptor
type: Concept
label: Räumungsverkauf
label: Special offers @en
label: Sonderangebot
label: Schlussverkauf
label: Clearance sales @en
label: Seasonal sales @en
label: Verkaufsfahrt
label: Sonderverkauf
broader: Marketingkommunikation

Absatzförderung
type: Concept
type: Descriptor
label: Sales promotion @en
label: Verkaufsförderung
label: Merchandising @en
label: Consumer promotion @en
broader: Marketingkommunikation

Ladengestaltung
type: Concept
type: Descriptor
label: Ladenmöbel
label: Warenpräsentation
label: Shop-in-shop @en
label: Window display @en
label: Duftmarketing
label: Ladenatmosphäre
label: In-store marketing @en
label: Store design @en
label: Verkaufsraumgestaltung
label: In-store music @en
label: Verkaufsflächennutzung
label: Visual merchandising @en
label: Schaufenstergestaltung
label: Store environment @en
broader: Marketingkommunikation

Lichtwerbung
type: Descriptor
type: Concept
label: Outdoor advertising @en
label: Bandenwerbung
label: Luftwerbung
label: Plakatwerbung
label: Außenwerbung
broader: Marketingkommunikation

Radiowerbung
type: Descriptor
type: Concept
label: Radio advertising @en
label: Hörfunkwerbung
label: Werbefunk
label: Radio commercial @en
broader: Marketingkommunikation

Werbemedium
type: Concept
type: Descriptor
label: Media planning @en
label: Media selection @en
label: Mediaplanung
label: Advertising media @en
label: Werbeträger
broader: Marketingkommunikation

Vergleichende Werbung
type: Descriptor
type: Concept
label: Comparative advertising @en
broader: Marketingkommunikation

Werbewirkung
type: Concept
type: Descriptor
label: Recognition test @en
label: Werbewirkungsforschung
label: Advertising effects @en
label: Advertising response @en
label: Werbeeffizienz
label: Werbeerfolgskontrolle
label: Impact of advertising @en
label: Werbetest
label: Werbekontaktanalyse
broader: Marketingkommunikation

Werbegeschenk
type: Descriptor
type: Concept
label: Store flyers @en
label: Warenprobe
label: Handzettel
label: Promotional giveaways @en
label: Promotional materials @en
label: Werbemittel
label: Werbeartikel
broader: Marketingkommunikation

Werbemusik
type: Concept
type: Descriptor
label: Sonic branding @en
label: Advertising music @en
label: Sound branding @en
label: Werbe-Jingle
label: Acoustic branding @en
label: Akustische Markenführung
label: Audio branding @en
broader: Marketingkommunikation

Werbebotschaft
type: Descriptor
type: Concept
label: Advertising planning @en
label: Werbestrategie
label: Werbeplanung
label: Advertising strategy @en
label: Werbekonzeption
label: Werbekampagne
broader: Marketingkommunikation

Werbung
type: Descriptor
type: Concept
label: Advertising @en
broader: Marketingkommunikation

Printwerbung
type: Descriptor
type: Concept
label: Anzeigenwerbung
label: Print advertising @en
label: Zeitungswerbung
label: Ad journal @en
label: Zeitschriftenwerbung
label: Zeitungsanzeige
label: Werbeanzeige
label: Anzeigenblatt
broader: Marketingkommunikation

Werbepsychologie
type: Descriptor
type: Concept
label: Psychology of advertising @en
broader: Marketingkommunikation

Kundensegmentierung
type: Descriptor
type: Concept
label: Customer segmentation @en
label: Target group @en
label: Konsumententypologie
label: Segmentierung von Konsumenten
label: Zielgruppe
broader: Marketingkommunikation

Schleichwerbung
type: Descriptor
type: Concept
label: Brand placement @en
label: Product placement @en
label: Product Placement
label: Branded entertainment @en
label: Produktplatzierung
broader: Marketingkommunikation

Sponsoring
type: Descriptor
type: Concept
label: Sponsorship @en
broader: Marketingkommunikation

Veranstaltungsmarketing
type: Descriptor
type: Concept
label: Experiential marketing @en
label: Erlebnismarketing
label: Event management @en
label: Erlebnisorientierung
label: Live-Marketing
label: Event-Marketing
label: Experience marketing @en
label: Erlebniswelten-Inszenierung
label: Event marketing @en
broader: Marketingkommunikation

Mobiles Marketing
type: Concept
type: Descriptor
label: SMS advertising @en
label: Mobile marketing @en
label: Podcast advertising @en
label: Mobile Marketing
broader: Marketingkommunikation

Messebeteiligung
type: Descriptor
type: Concept
label: Trade fair participation @en
label: Messeteilnahme
label: Messeauswahl
broader: Marketingkommunikation

Werbefernsehen
type: Concept
type: Descriptor
label: TV ads @en
label: Television advertising @en
label: Television commercials @en
label: TV-Werbung
label: Fernsehwerbung
label: Werbespot
broader: Marketingkommunikation

Irreführende Werbung
type: Descriptor
type: Concept
label: Advertising restriction @en
label: Werbeverbot
label: Werberecht
label: Advertising regulation @en
label: Werbefreiheit
label: Deceptive advertising @en
label: Werbebeschränkung
label: Advertising ban @en
broader: Marketingkommunikation

Reklamation
type: Concept
type: Descriptor
label: Complaint management @en
label: Customer complaints @en
label: Consumer complaints @en
label: Beschwerdemanagement
broader: Marketingkommunikation

Online-Marketing
type: Descriptor
type: Concept
label: Suchmaschinenmarketing
label: Bannerwerbung
label: E-Branding
label: Internet marketing @en
label: Online-Targeting
label: Search engine marketing @en
label: Online-Werbung
label: Internet advertising @en
label: Online advertising @en
label: E-branding @en
label: Web-Marketing
label: Internet-Werbung
label: Internet-Marketing
label: Digital marketing @en
label: Social media marketing @en
label: Online marketing @en
label: Banner advertising @en
broader: Marketingkommunikation

Mediamix-Strategie
type: Descriptor
type: Concept
label: Media mix @en
label: Werbemix
label: Crossmedia marketing @en
broader: Marketingkommunikation

Testimonialwerbung
type: Descriptor
type: Concept
label: Celebrity endorsement @en
label: Prominentenwerbung
label: Celebrity-Werbung
label: Testimonial advertising @en
label: Werbung mit Prominenten
broader: Marketingkommunikation

Guerilla-Marketing
type: Descriptor
type: Concept
label: Guerilla marketing @en
label: Ambush marketing @en
broader: Marketingkommunikation

Cause-Related Marketing
type: Descriptor
type: Concept
label: Cause-related marketing @en
label: Cause marketing @en
broader: Marketingkommunikation

Empfehlungsmarketing
type: Concept
type: Descriptor
label: Word of mouth @en
label: Viral marketing @en
label: Virales Marketing
label: Referral marketing @en
label: Mundpropaganda
broader: Marketingkommunikation

Verkaufsverhalten
type: Descriptor
type: Concept
label: Selling technique @en
label: Verkaufsgespräch
label: Verkaufstechnik
label: Verkaufspsychologie
label: Sales behaviour @en
label: Sales technique @en
label: Sales pitch @en
broader: Marketingkommunikation

Emotionale Werbung
type: Descriptor
type: Concept
label: Emotional branding @en
label: Emotionales Marketing
label: Emotional marketing @en
broader: Marketingkommunikation

Personal Branding
type: Descriptor
type: Concept
label: Selfmarketing @en
label: Personal branding @en
label: Selbstvermarktung
label: Self-marketing @en
broader: Marketingkommunikation

Bottom of the Pyramid
type: Descriptor
type: Concept
label: Bottom of the pyramid @en
label: Fuß der Pyramide
label: Base of the pyramid @en
broader: Marketingkommunikation

B.07 Marketing
type: Thsys
type: Concept
label: Marketing
narrower: Marketingkommunikation
notation: B.07

Marketingkommunikation
type: Thsys
type: Concept
is part of: Standard-Thesaurus Wirtschaft
label: B.07.04 Marketing communications @en
label: Marketing communications @en
label: B.07.04 Marketingkommunikation
broader: B.07 Marketing
is in scheme: Standard-Thesaurus Wirtschaft
has narrower match: M37 - Werbung
narrower: Werbebotschaft
narrower: Partievermarktung
narrower: Radiowerbung
narrower: Guerilla-Marketing
narrower: Absatzförderung
narrower: Irreführende Werbung
narrower: Werbegeschenk
narrower: Retourenmanagement
narrower: Sponsoring
narrower: Werbung
narrower: Reklamation
narrower: Kundensegmentierung
narrower: Werbewirkung
narrower: Mobiles Marketing
narrower: Veranstaltungsmarketing
narrower: Vergleichende Werbung
narrower: Testimonialwerbung
narrower: Werbemedium
narrower: Empfehlungsmarketing
narrower: Werbefernsehen
narrower: Schleichwerbung
narrower: Werbepsychologie
narrower: Ladengestaltung
narrower: Imagepflege
narrower: Werbemusik
narrower: Verkaufsverhalten
narrower: Mediamix-Strategie
narrower: Messebeteiligung
narrower: Bottom of the Pyramid
narrower: Lichtwerbung
narrower: Telefonmarketing
narrower: Emotionale Werbung
narrower: Cause-Related Marketing
narrower: Printwerbung
narrower: Personal Branding
narrower: Online-Marketing
notation: B.07.04