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

Marketingstrategie
type: Concept
label: Marketingpolitik
label: Market-orientated perspective @en
label: Marktorientierte Unternehmensführung
label: Marketing management @en
label: Marketing-Kommunikation
label: Marketing implementation @en
label: Marketing mix @en
label: Kommunikationspolitik im Marketing
label: Marketingmanagement
label: Marketingkonzeption
label: Marketing strategy @en
label: Marketingplanung
type: Descriptor
narrower: Werbekonzeption

Werbebudget
label: Werbeetat
has related match: Werbekonzeption

Werbung / Strategie
label: Werbepolitik
label: Werbestrategie
has broader match: Werbekonzeption

W.21.02 Werbewirtschaft und Meinungsforschung
type: Concept
preferred label: W.21.02 Advertising industry and opinion polling @en
label: Advertising industry and opinion polling @en
label: Werbewirtschaft und Meinungsforschung
type: Thsys
narrower: Werbekonzeption
notation: W.21.02

Werbeaussage
label: Werbeversprechen
label: Werbeinhalt
label: Werbebotschaft
has broader match: Werbekonzeption

Werbemedium
type: Concept
type: Descriptor
label: Media planning @en
label: Media selection @en
label: Mediaplanung
label: Advertising media @en
label: Werbeträger
related: Werbekonzeption

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

Werbung
type: Descriptor
label: Advertising @en
type: Concept
related: Werbekonzeption

Werbekonzeption
label: advertising strategy @en
label: advertising planning @en
label: Werbebotschaft
label: Werbekampagne
label: Werbestrategie
label: Werbeplanung

Werbewirtschaft
type: Concept
preferred label: Advertising industry @en
label: Public-Relations-Agentur
label: Werbeagentur
label: Advertising agency @en
label: Media-Agentur
label: Kommunikationsagentur
label: Marketing services @en
type: Descriptor
related: Werbekonzeption

Planung
type: Descriptor
label: Planning @en
label: Vorgabe
label: Plan
type: Concept
narrower: Werbekonzeption

Werbung / Planung
label: Werbeplanung

Kampagne
has narrower match: Werbekonzeption

Mediadaten
label: Media-Daten
has related match: Werbekonzeption

alternative label
sub property of: label
definition: An alternative lexical label for a resource. @en
comment: skos:prefLabel, skos:altLabel and skos:hiddenLabel are pairwise disjoint properties. @en
comment: The range of skos:altLabel is the class of RDF plain literals. @en

B.07.04 Marketingkommunikation
type: Thsys
type: Concept
narrower: Werbekonzeption
notation: B.07.04
label: Marketingkommunikation
label: Marketing communications @en
label: B.07.04 Marketing communications @en

Markt-Media-Studie
has related match: Werbekonzeption

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

has exact match
sub property of: closeMatch
definition: skos:exactMatch is used to link two concepts, indicating a high degree of confidence that the concepts can be used interchangeably across a wide range of information retrieval applications. skos:exactMatch is a transitive property, and is a sub-property of skos:closeMatch. @en
comment: skos:exactMatch is disjoint with each of the properties skos:broadMatch and skos:relatedMatch. @en

Werbekonzeption
type: Concept
label: Werbebotschaft
label: Werbekampagne
label: Advertising strategy @en
label: Werbestrategie
type: Descriptor
has related match: Markt-Media-Studie
has related match: Werbebudget
has related match: Mediadaten
related: Kundensegmentierung
related: Werbung
related: Werbemedium
related: Werbewirtschaft
has narrower match: Werbung / Strategie
has narrower match: Marketingmodell
has narrower match: Werbekampagne
has narrower match: Werbung / Konzeption
has narrower match: Werbeträgerplanung
has narrower match: Werbeaussage
label: Advertising planning @en
label: Werbeplanung
has broader match: Kampagne
is part of: Standard-Thesaurus Wirtschaft
broader: B.07.04 Marketingkommunikation
broader: Planung
broader: Marketingstrategie
broader: W.21.02 Werbewirtschaft und Meinungsforschung
narrower: Mediamix-Strategie
gvkppn: 09140021X
is in scheme: Standard-Thesaurus Wirtschaft

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

Marketingmodell
has broader match: Werbekonzeption

Werbekampagne
has broader match: Werbekonzeption

Werbung / Konzeption
label: Werbekonzeption
has broader match: Werbekonzeption

Werbeträgerplanung
label: Mediaplanung
has broader match: Werbekonzeption

preferred label
sub property of: label
definition: The preferred lexical label for a resource, in a given language. @en
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

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

has related
sub property of: semanticRelation
definition: Relates a concept to a concept with which there is an associative semantic relationship. @en
comment: skos:related is disjoint with skos:broaderTransitive @en

has related match
sub property of: has related
sub property of: mappingRelation
definition: skos:relatedMatch is used to state an associative mapping link between two conceptual resources in different concept schemes. @en

Descriptor
type: Class

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

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

Concept
type: Class