@prefix skos: . @prefix rdfs: . @prefix zbwext: . @prefix dc: . @prefix void: . @prefix owl: . skos:narrower , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , ; rdfs:label "B.07.04 Marketing communications"@en, "Marketingkommunikation"@de, "Marketing communications"@en, "B.07.04 Marketingkommunikation"@de ; a zbwext:Thsys, skos:Concept ; dc:isPartOf ; skos:inScheme ; skos:prefLabel "B.07.04 Marketingkommunikation"@de, "B.07.04 Marketing communications"@en ; skos:narrowMatch ; skos:broader ; skos:notation "B.07.04" . rdfs:label "Sponsorship"@en, "Sponsoring"@de ; skos:prefLabel "Sponsorship"@en, "Sponsoring"@de ; a zbwext:Descriptor, skos:Concept ; skos:broader . rdfs:label "Bottom of the pyramid"@en, "Bottom of the Pyramid"@de, "Fuß der Pyramide"@de, "Base of the pyramid"@en ; skos:prefLabel "Bottom of the pyramid"@en, "Bottom of the Pyramid"@de ; a zbwext:Descriptor, skos:Concept ; skos:broader . rdfs:label "Vergleichende Werbung"@de, "Comparative advertising"@en ; skos:prefLabel "Vergleichende Werbung"@de, "Comparative advertising"@en ; a zbwext:Descriptor, skos:Concept ; skos:broader . rdfs:label "Mediamix-Strategie"@de, "Media mix"@en, "Werbemix"@de, "Crossmedia marketing"@en ; skos:prefLabel "Mediamix-Strategie"@de, "Media mix"@en ; a zbwext:Descriptor, skos:Concept ; skos:broader . rdfs:label "M37 - Werbung"@de, "M37 - Advertising"@en, "Werbung"@de, "Advertising"@en ; skos:prefLabel "M37 - Werbung"@de, "M37 - Advertising"@en ; skos:broadMatch . skos:prefLabel "Außenwerbung"@de, "Outdoor advertising"@en ; skos:broader ; rdfs:label "Outdoor advertising"@en, "Lichtwerbung"@de, "Bandenwerbung"@de, "Luftwerbung"@de, "Plakatwerbung"@de, "Außenwerbung"@de ; a zbwext:Descriptor, skos:Concept . rdfs:label "Customer segmentation"@en, "Target group"@en, "Kundensegmentierung"@de, "Konsumententypologie"@de, "Segmentierung von Konsumenten"@de, "Zielgruppe"@de ; skos:broader ; skos:prefLabel "Target group"@en, "Zielgruppe"@de ; a zbwext:Descriptor, skos:Concept . rdfs:label "Standard-Thesaurus Wirtschaft"@de, "STW Thesaurus for Economics"@en ; skos:prefLabel "Standard-Thesaurus Wirtschaft"@de, "STW Thesaurus for Economics"@en ; a void:Dataset, skos:ConceptScheme . skos:prefLabel "Sales promotion"@en, "Verkaufsförderung"@de ; rdfs:label "Absatzförderung"@de, "Sales promotion"@en, "Verkaufsförderung"@de, "Merchandising"@en, "Consumer promotion"@en ; a skos:Concept, zbwext:Descriptor ; skos:broader . rdfs:label "Advertising planning"@en, "Werbebotschaft"@de, "Werbestrategie"@de, "Werbeplanung"@de, "Advertising strategy"@en, "Werbekonzeption"@de, "Werbekampagne"@de ; skos:broader ; a zbwext:Descriptor, skos:Concept ; skos:prefLabel "Werbeplanung"@de, "Advertising planning"@en . rdfs:label "Trade fair participation"@en, "Messebeteiligung"@de, "Messeteilnahme"@de, "Messeauswahl"@de ; skos:prefLabel "Trade fair participation"@en, "Messebeteiligung"@de ; a zbwext:Descriptor, skos:Concept ; skos:broader . a skos:Concept, zbwext:Descriptor ; skos:prefLabel "Complaint management"@en, "Beschwerdemanagement"@de ; rdfs:label "Complaint management"@en, "Customer complaints"@en, "Reklamation"@de, "Consumer complaints"@en, "Beschwerdemanagement"@de ; skos:broader . rdfs:label "SMS advertising"@en, "Mobile marketing"@en, "Mobiles Marketing"@de, "Podcast advertising"@en, "Mobile Marketing"@de ; a skos:Concept, zbwext:Descriptor ; skos:prefLabel "Mobile marketing"@en, "Mobile Marketing"@de ; skos:broader . a zbwext:Descriptor, skos:Concept ; skos:prefLabel "Sales behaviour"@en, "Verkaufsverhalten"@de ; rdfs:label "Verkaufsverhalten"@de, "Selling technique"@en, "Verkaufsgespräch"@de, "Verkaufstechnik"@de, "Verkaufspsychologie"@de, "Sales behaviour"@en, "Sales technique"@en, "Sales pitch"@en ; skos:broader . skos:notation skos: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 ; rdfs:label "notation"@en . rdfs:label "Schleichwerbung"@de, "Brand placement"@en, "Product placement"@en, "Product Placement"@de, "Branded entertainment"@en, "Produktplatzierung"@de ; skos:broader ; a zbwext:Descriptor, skos:Concept ; skos:prefLabel "Product placement"@en, "Product Placement"@de . rdfs:label "Online-Marketing"@de, "Suchmaschinenmarketing"@de, "Bannerwerbung"@de, "E-Branding"@de, "Internet marketing"@en, "Online-Targeting"@de, "Search engine marketing"@en, "Online-Werbung"@de, "Internet advertising"@en, "Online advertising"@en, "E-branding"@en, "Web-Marketing"@de, "Internet-Werbung"@de, "Internet-Marketing"@de, "Digital marketing"@en, "Social media marketing"@en, "Online marketing"@en, "Banner advertising"@en ; a zbwext:Descriptor, skos:Concept ; skos:prefLabel "Online-Marketing"@de, "Internet marketing"@en ; skos:broader . skos:narrowMatch rdfs:subPropertyOf skos:narrower, skos:mappingRelation ; skos:definition "skos:narrowMatch is used to state a hierarchical mapping link between two conceptual resources in different concept schemes."@en ; rdfs:label "has narrower match"@en . rdfs:label "Telefonmarketing"@de, "Direktwerbung"@de, "Direct marketing"@en, "Dialogmarketing"@de, "Direct mailing"@en, "Direktmarketing"@de, "Direct advertising"@en, "Personalisierte Werbung"@de, "Direct-to-consumer advertising"@en, "Personalized advertising"@en, "Direct mail"@en ; skos:prefLabel "Direktmarketing"@de, "Direct marketing"@en ; a zbwext:Descriptor, skos:Concept ; skos:broader . zbwext:Thsys rdfs:label "Thsys"@en ; a owl:Class . skos:prefLabel rdfs:subPropertyOf rdfs:label ; skos:definition "The preferred lexical label for a resource, in a given language."@en ; rdfs:comment """skos:prefLabel, skos:altLabel and skos:hiddenLabel are pairwise disjoint properties."""@en, "The range of skos:prefLabel is the class of RDF plain literals."@en, "A resource has no more than one value of skos:prefLabel per language tag."@en ; rdfs:label "preferred label"@en . rdfs:label "Testimonialwerbung"@de, "Celebrity endorsement"@en, "Prominentenwerbung"@de, "Celebrity-Werbung"@de, "Testimonial advertising"@en, "Werbung mit Prominenten"@de ; a zbwext:Descriptor, skos:Concept ; skos:broader ; skos:prefLabel "Celebrity endorsement"@en, "Celebrity-Werbung"@de . skos:inScheme skos:definition "Relates a resource (for example a concept) to a concept scheme in which it is included."@en ; rdfs:label "is in scheme"@en . rdfs:label "Emotionale Werbung"@de, "Emotional branding"@en, "Emotionales Marketing"@de, "Emotional marketing"@en ; skos:prefLabel "Emotionale Werbung"@de, "Emotional branding"@en ; a zbwext:Descriptor, skos:Concept ; skos:broader . rdfs:label "Experiential marketing"@en, "Veranstaltungsmarketing"@de, "Erlebnismarketing"@de, "Event management"@en, "Erlebnisorientierung"@de, "Live-Marketing"@de, "Event-Marketing"@de, "Experience marketing"@en, "Erlebniswelten-Inszenierung"@de, "Event marketing"@en ; skos:broader ; a zbwext:Descriptor, skos:Concept ; skos:prefLabel "Event-Marketing"@de, "Event marketing"@en . rdfs:label "Werbepsychologie"@de, "Psychology of advertising"@en ; skos:prefLabel "Werbepsychologie"@de, "Psychology of advertising"@en ; a zbwext:Descriptor, skos:Concept ; skos:broader . a zbwext:Descriptor, skos:Concept ; rdfs:label "Printwerbung"@de, "Anzeigenwerbung"@de, "Print advertising"@en, "Zeitungswerbung"@de, "Ad journal"@en, "Zeitschriftenwerbung"@de, "Zeitungsanzeige"@de, "Werbeanzeige"@de, "Anzeigenblatt"@de ; skos:prefLabel "Print advertising"@en, "Printwerbung"@de ; skos:broader . rdfs:label "Ladengestaltung"@de, "Ladenmöbel"@de, "Warenpräsentation"@de, "Shop-in-shop"@en, "Window display"@en, "Duftmarketing"@de, "Ladenatmosphäre"@de, "In-store marketing"@en, "Store design"@en, "Verkaufsraumgestaltung"@de, "In-store music"@en, "Verkaufsflächennutzung"@de, "Visual merchandising"@en, "Schaufenstergestaltung"@de, "Store environment"@en ; a skos:Concept, zbwext:Descriptor ; skos:prefLabel "Store design"@en, "Ladengestaltung"@de ; skos:broader . skos:prefLabel "B.07 Marketing"@de, "B.07 Marketing"@en ; rdfs:label "B.07 Marketing"@de, "B.07 Marketing"@en, "Marketing"@de, "Marketing"@en ; a zbwext:Thsys, skos:Concept ; skos:narrower ; skos:notation "B.07" . skos:Concept rdfs:label "Concept"@en ; a owl:Class . skos:broader rdfs:subPropertyOf skos:broaderTransitive ; skos:definition "Relates a concept to a concept that is more general in meaning."@en ; rdfs:comment "Broader concepts are typically rendered as parents in a concept hierarchy (tree)."@en ; rdfs:label "has broader"@en . a zbwext:Descriptor, skos:Concept ; rdfs:label "Selfmarketing"@en, "Personal Branding"@de, "Personal branding"@en, "Selbstvermarktung"@de, "Self-marketing"@en ; skos:broader ; skos:prefLabel "Personal Branding"@de, "Personal branding"@en . skos:narrower rdfs:subPropertyOf skos:narrowerTransitive ; skos:definition "Relates a concept to a concept that is more specific in meaning."@en ; rdfs:comment "Narrower concepts are typically rendered as children in a concept hierarchy (tree)."@en ; rdfs:label "has narrower"@en . rdfs:label "Partievermarktung"@de, "Räumungsverkauf"@de, "Special offers"@en, "Sonderangebot"@de, "Schlussverkauf"@de, "Clearance sales"@en, "Seasonal sales"@en, "Verkaufsfahrt"@de, "Sonderverkauf"@de ; a zbwext:Descriptor, skos:Concept ; skos:prefLabel "Special offers"@en, "Sonderangebot"@de ; skos:broader . rdfs:label "Werbefernsehen"@de, "TV ads"@en, "Television advertising"@en, "Television commercials"@en, "TV-Werbung"@de, "Fernsehwerbung"@de, "Werbespot"@de ; skos:broader ; skos:prefLabel "Television advertising"@en, "Fernsehwerbung"@de ; a skos:Concept, zbwext:Descriptor . rdfs:label "Word of mouth"@en, "Viral marketing"@en, "Empfehlungsmarketing"@de, "Virales Marketing"@de, "Referral marketing"@en, "Mundpropaganda"@de ; skos:prefLabel "Viral marketing"@en, "Virales Marketing"@de ; a skos:Concept, zbwext:Descriptor ; skos:broader . rdfs:label "Irreführende Werbung"@de, "Advertising restriction"@en, "Werbeverbot"@de, "Werberecht"@de, "Advertising regulation"@en, "Werbefreiheit"@de, "Deceptive advertising"@en, "Werbebeschränkung"@de, "Advertising ban"@en ; skos:prefLabel "Advertising regulation"@en, "Werbebeschränkung"@de ; a zbwext:Descriptor, skos:Concept ; skos:broader . rdfs:label "Business communication"@en, "Imagepflege"@de, "PR (Public Relations)"@en, "Corporate communications"@en, "Betriebliche Informationspolitik"@de, "Wirtschaftskommunikation"@de, "Corporate communication"@en, "Öffentlichkeitsarbeit"@de, "Public relations"@en ; skos:broader ; skos:prefLabel "Öffentlichkeitsarbeit"@de, "Public relations"@en ; a zbwext:Descriptor, skos:Concept . rdfs:label "Cause-related marketing"@en, "Cause-Related Marketing"@de, "Cause marketing"@en ; skos:prefLabel "Cause-related marketing"@en, "Cause-Related Marketing"@de ; a zbwext:Descriptor, skos:Concept ; skos:broader . a skos:Concept, zbwext:Descriptor ; skos:broader ; rdfs:label "Media planning"@en, "Media selection"@en, "Werbemedium"@de, "Mediaplanung"@de, "Advertising media"@en, "Werbeträger"@de ; skos:prefLabel "Advertising media"@en, "Werbeträger"@de . rdfs:label "Guerilla-Marketing"@de, "Guerilla marketing"@en, "Ambush marketing"@en ; skos:prefLabel "Guerilla-Marketing"@de, "Guerilla marketing"@en ; a zbwext:Descriptor, skos:Concept ; skos:broader . skos:prefLabel "Hörfunkwerbung"@de, "Radio advertising"@en ; rdfs:label "Radiowerbung"@de, "Radio advertising"@en, "Hörfunkwerbung"@de, "Werbefunk"@de, "Radio commercial"@en ; skos:broader ; a zbwext:Descriptor, skos:Concept . rdfs:label "Werbung"@de, "Advertising"@en ; skos:prefLabel "Werbung"@de, "Advertising"@en ; a zbwext:Descriptor, skos:Concept ; skos:broader . rdfs:label "Sonic branding"@en, "Advertising music"@en, "Werbemusik"@de, "Sound branding"@en, "Werbe-Jingle"@de, "Acoustic branding"@en, "Akustische Markenführung"@de, "Audio branding"@en ; skos:broader ; a skos:Concept, zbwext:Descriptor ; skos:prefLabel "Werbemusik"@de, "Advertising music"@en . rdfs:label "Retourenmanagement"@de, "Customer service"@en, "Kundenbetreuung"@de, "Kundendienst"@de, "Post-purchase marketing"@en, "Returns management"@en, "Kunden-Hotline"@de, "Kundenservice"@de, "Technischer Kundendienst"@de, "After-sales service"@en, "Nachkaufmarketing"@de, "After-Sales-Management"@de ; skos:broader ; a zbwext:Descriptor, skos:Concept ; skos:prefLabel "Customer service"@en, "Kundenservice"@de . rdfs:label "Werbewirkung"@de, "Recognition test"@en, "Werbewirkungsforschung"@de, "Advertising effects"@en, "Advertising response"@en, "Werbeeffizienz"@de, "Werbeerfolgskontrolle"@de, "Impact of advertising"@en, "Werbetest"@de, "Werbekontaktanalyse"@de ; skos:prefLabel "Advertising effects"@en, "Werbewirkung"@de ; a skos:Concept, zbwext:Descriptor ; skos:broader . rdfs:label "Store flyers"@en, "Werbegeschenk"@de, "Warenprobe"@de, "Handzettel"@de, "Promotional giveaways"@en, "Promotional materials"@en, "Werbemittel"@de, "Werbeartikel"@de ; skos:broader ; a zbwext:Descriptor, skos:Concept ; skos:prefLabel "Promotional materials"@en, "Werbemittel"@de .