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The German advertising industry – from 1950 to 2018
Journal of Historical Research in Marketing ( IF 0.5 ) Pub Date : 2019-10-18 , DOI: 10.1108/jhrm-09-2018-0042
Damian Hesse , Katja Lurie

The purpose of this paper is to review the development of the German advertising industry starting from 1950 to 2018 with a special focus on the American influence.,The paper uses the oral history methodology. The content is based on 27 semi-structured interviews with current and former experts from the German and American advertising industry. An analysis of secondary sources supports the line of argumentation.,The paper confirms the outstanding role of the American influence on the German advertising industry, owing to new standards of professionalism, to novel versions of terminology and to the introduction of the theory of marketing. However, incompatible management styles, increasing global competition and financial pressure diminished the impact. Likewise, the American interference did not suppress the development of specific German industry characteristics such as a strong entrepreneurial culture or sustainable leadership.,This paper provides an overview of the history of German advertising with a focus on advertising agencies in the period from 1950 to today (2018). Further, this paper assesses the special impact of the American influence on the German advertising industry. Further, subjects of investigation are particularities of the German advertising industry, such as special attributes of agency leaders and their relationship with clients, distinct versions of ownership structures, agency service offerings and, finally, the role of creativity.

中文翻译:

德国广告业–从1950年到2018年

本文旨在回顾从1950年至2018年德国广告业的发展情况,并特别关注美国的影响力。本文采用口述历史方法。内容基于对德国和美国广告业现任和前任专家的27次半结构化访谈。对次要来源的分析支持了这一论点。本文证实了由于新的专业水平,新颖的术语版本以及市场营销理论的引入,美国的影响力对德国广告业的杰出作用。但是,不兼容的管理风格,日益加剧的全球竞争和财务压力降低了影响。同样地,美国的干预并没有抑制德国特定行业特征的发展,例如强大的企业文化或可持续的领导力。,本文概述了德国广告的历史,重点介绍了1950年至今的广告代理商(2018年) )。此外,本文评估了美国影响力对德国广告业的特殊影响。此外,调查的主题是德国广告业的特殊性,例如代理商领导者的特殊属性及其与客户的关系,所有权结构的不同版本,代理商服务产品以及创意的作用。本文概述了德国广告的历史,重点介绍了1950年至今(2018年)的广告代理商。此外,本文评估了美国影响力对德国广告业的特殊影响。此外,调查的主题是德国广告业的特殊性,例如代理商领导者的特殊属性及其与客户的关系,所有权结构的不同版本,代理商服务产品以及创意的作用。本文概述了德国广告的历史,重点介绍了1950年至今(2018年)的广告代理商。此外,本文评估了美国影响力对德国广告业的特殊影响。此外,调查对象是德国广告业的特殊性,例如代理商领导者的特殊属性及其与客户的关系,所有权结构的不同版本,代理商服务产品以及最终的创造力。
更新日期:2019-10-18
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