{"id":"https://openalex.org/W13419636","doi":"https://doi.org/10.1007/978-3-322-84738-6_12","title":"Alternative Instrumente unternehmerischer Kommunikation","display_name":"Alternative Instrumente unternehmerischer Kommunikation","publication_year":1989,"publication_date":"1989-01-01","ids":{"openalex":"https://openalex.org/W13419636","doi":"https://doi.org/10.1007/978-3-322-84738-6_12","mag":"13419636"},"language":"de","primary_location":{"id":"doi:10.1007/978-3-322-84738-6_12","doi":"https://doi.org/10.1007/978-3-322-84738-6_12","is_oa":false,"landing_page_url":"https://doi.org/10.1007/978-3-322-84738-6_12","pdf_url":null,"source":{"id":"https://openalex.org/S4306463308","display_name":"Gabler Verlag eBooks","issn_l":null,"issn":null,"is_oa":false,"is_in_doaj":false,"is_core":false,"listed_in":[],"host_organization":null,"host_organization_name":null,"host_organization_lineage":[],"host_organization_lineage_names":[],"type":"ebook platform"},"license":null,"license_id":null,"version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Unternehmenskommunikation","raw_type":"book-chapter"},"volume":{"id":"https://openalex.org/W4244007118","display_name":"Unternehmenskommunikation"},"type":"book-chapter","is_traditional":true,"indexed_in":["crossref"],"open_access":{"is_oa":false,"oa_status":"closed","oa_url":null,"any_repository_has_fulltext":false},"authorships":[{"author_position":"first","author":{"id":"https://openalex.org/A5000797019","display_name":"Rudolf Beger","orcid":null,"observed_orcids":[]},"institutions":[],"countries":[],"is_corresponding":false,"raw_author_name":"Rudolf Beger","raw_affiliation_strings":["Br\u00fcssel, Belgium"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"Br\u00fcssel, Belgium","institution_ids":[]}]},{"author_position":"middle","author":{"id":"https://openalex.org/A5053574243","display_name":"Hans-Dieter G\u00e4rtner","orcid":null,"observed_orcids":[]},"institutions":[],"countries":[],"is_corresponding":false,"raw_author_name":"Hans-Dieter G\u00e4rtner","raw_affiliation_strings":["Mainz, Deutschland"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"Mainz, Deutschland","institution_ids":[]}]},{"author_position":"last","author":{"id":"https://openalex.org/A5046237177","display_name":"Rainer Mathes","orcid":null,"observed_orcids":[]},"institutions":[],"countries":[],"is_corresponding":false,"raw_author_name":"Rainer Mathes","raw_affiliation_strings":["Mannheim, Deutschland"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"Mannheim, Deutschland","institution_ids":[]}]}],"institutions":[],"countries_distinct_count":0,"institutions_distinct_count":0,"corresponding_author_ids":[],"corresponding_institution_ids":[],"apc_list":null,"apc_paid":null,"fwci":0.0,"has_fulltext":false,"cited_by_count":0,"citation_normalized_percentile":{"value":0.01030928,"is_in_top_1_percent":false,"is_in_top_10_percent":false},"cited_by_percentile_year":null,"biblio":{"volume":null,"issue":null,"first_page":"341","last_page":"366"},"is_retracted":false,"is_paratext":false,"is_xpac":false,"primary_topic":{"id":"https://openalex.org/T13355","display_name":"Marketing and Advertising Strategies","score":0.8925999999046326,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},"topics":[{"id":"https://openalex.org/T13355","display_name":"Marketing and Advertising Strategies","score":0.8925999999046326,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T11121","display_name":"Public Relations and Crisis Communication","score":0.05950000137090683,"subfield":{"id":"https://openalex.org/subfields/3315","display_name":"Communication"},"field":{"id":"https://openalex.org/fields/33","display_name":"Social Sciences"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T12738","display_name":"Corporate Identity and Reputation","score":0.016899999231100082,"subfield":{"id":"https://openalex.org/subfields/1408","display_name":"Strategy and Management"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}}],"keywords":[{"id":"https://openalex.org/keywords/corporate-communication","display_name":"corporate communication","score":0.9629999995231628},{"id":"https://openalex.org/keywords/indirect-communication","display_name":"indirect communication","score":0.9290000200271606},{"id":"https://openalex.org/keywords/corporate-philanthropy","display_name":"corporate philanthropy","score":0.8820000290870667},{"id":"https://openalex.org/keywords/sponsorship","display_name":"sponsorship","score":0.6949999928474426},{"id":"https://openalex.org/keywords/product-placement","display_name":"product placement","score":0.8659999966621399},{"id":"https://openalex.org/keywords/patronage","display_name":"patronage","score":0.6499999761581421}],"concepts":[{"id":"https://openalex.org/C17744445","wikidata":"https://www.wikidata.org/wiki/Q36442","display_name":"Political science","level":0,"score":0.459803968667984},{"id":"https://openalex.org/C15708023","wikidata":"https://www.wikidata.org/wiki/Q80083","display_name":"Humanities","level":1,"score":0.34836840629577637},{"id":"https://openalex.org/C41008148","wikidata":"https://www.wikidata.org/wiki/Q21198","display_name":"Computer science","level":0,"score":0.33626678586006165},{"id":"https://openalex.org/C142362112","wikidata":"https://www.wikidata.org/wiki/Q735","display_name":"Art","level":0,"score":0.2540966272354126}],"mesh":[],"locations_count":1,"locations":[{"id":"doi:10.1007/978-3-322-84738-6_12","doi":"https://doi.org/10.1007/978-3-322-84738-6_12","is_oa":false,"landing_page_url":"https://doi.org/10.1007/978-3-322-84738-6_12","pdf_url":null,"source":{"id":"https://openalex.org/S4306463308","display_name":"Gabler Verlag eBooks","issn_l":null,"issn":null,"is_oa":false,"is_in_doaj":false,"is_core":false,"listed_in":[],"host_organization":null,"host_organization_name":null,"host_organization_lineage":[],"host_organization_lineage_names":[],"type":"ebook platform"},"license":null,"license_id":null,"version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Unternehmenskommunikation","raw_type":"book-chapter"}],"best_oa_location":null,"sustainable_development_goals":[],"study_designs":[],"awards":[],"funders":[],"has_content":{"pdf":false,"grobid_xml":false},"content_urls":null,"referenced_works_count":0,"referenced_works":[],"related_works":["https://openalex.org/W4210988651","https://openalex.org/W2795923461","https://openalex.org/W4248548885","https://openalex.org/W288699375","https://openalex.org/W130701192","https://openalex.org/W4238216170","https://openalex.org/W197027700","https://openalex.org/W81469461","https://openalex.org/W2139711492","https://openalex.org/W4247214021"],"abstract_inverted_index":{"Alternative":[0],"Kommunikationsformen":[1],"insbesondere":[2],"im":[3,41],"Bereich":[4],"der":[5,10],"indirekten":[6],"Kommunikation":[7],"gewinnen":[8],"innerhalb":[9],"Unternehmenskommunikation":[11],"immer":[12],"mehr":[13],"an":[14],"Bedeutung.":[15],"Dazu":[16],"z\u00e4hlen":[17],"das":[18,47],"unternehmerische":[19],"Spendenwesen,":[20],"Sponsoring":[21,46],"in":[22],"den":[23],"verschiedensten":[24],"Bereichen,":[25],"aber":[26],"auch":[27],"Produkt-PR":[28],"und":[29,35,51],"Product":[30],"Placement.":[31],"W\u00e4hrend":[32],"beim":[33,45],"Spendenwesen":[34],"dem":[36],"klassischen":[37],"M\u00e4zenatentum":[38],"uneigenn\u00fctzige":[39],"Ziele":[40],"Vordergrund":[42],"stehen,":[43],"spielt":[44],"Verh\u00e4ltnis":[48],"von":[49],"Leistung":[50],"Gegenleistung":[52],"eine":[53],"wesentliche":[54],"Rolle.":[55]},"counts_by_year":[],"updated_date":"2026-10-10T09:11:00.788812","created_date":"2016-06-24T00:00:00"}