Receive the German-language trade magazine "werbewoche" in m&k issue 10/1988 as a PDF download with the following table of contents:
Focus: Market Pioneers
PIONEERING ACHIEVEMENTS AND HOW THEY COME ABOUT
Based on documents of Prof. Dr. B.Spiegel, author Otto Belz explains under which conditions pioneer achievements are most likely to come about and which features characterize the pioneer.
THE COMPUTER MAKES IT POSSIBLE
The fascinating story of Bruno Frenzen, who built the Interhome empire with nothing but a good idea.
FROM THE LOCKSMITH'S SHOP TO THE WORLD COMPANY
It began with a locksmith's workshop in Dagersheim in 1945. Today, the group is active worldwide and its products are exported worldwide. We are talking about the Lista Group.
FROM DROPOUT TO CLIMBER
He allegedly disregarded all accepted industry rules when building his business. And yet, in professional circles, he is now referred to as a marketing phenomenon: Othmar Beerli, founder of and sole ruler over a media and mail-order company that is unique in the world.
FROM OUTSIDER TO WORLD CHAMPION
In the midst of the very big names of motorcycle racing, as there are Honda, BMW, Yamaha, Moto Guzzi and others, romps a gifted lone fighter from the St.Gallen Rhine Valley: Louis Christen. Until his intervention "one" drove sidecar machines. Since then, exclusively three-wheeled cars.
Marketing
WILLINGNESS TO BUY "HEALTH" IS USED ON A BROAD BASIS
What promises health may well cost a little more. Numerous industries have recognized this market and have since been flying the health flag. A contribution by Christian Zach.
Sale
WHY ARE THERE CONTACT DIFFICULTIES?
Most salespeople consider themselves to be sociable. And yet, many find it extremely difficult to establish an unforced and supportive contact with customers. Author Rolf Leicher shows what is important.
Packing
WHICH PACKAGING MATERIAL FOR WHAT?
Whereas in the past the main task of packaging was to protect the goods during transport and storage, today other aspects are coming to the fore. In his article, author Volker Heiner discusses the criteria that form the basis for selecting the optimum material.
THE IMAGE OF PACKAGING
A summary of the study on dos image of packaging conducted by the Dichter Institute for Motif Research on behalf of the Pack 12 Group.
FRG part
EXTRA Communication
The magazine for all matters relating to communication. Contains among others: Modata - a new Swiss device for mobile data collection - Hanging on the image, pushing to the image - Competence makes successful - Market and opinion research in Switzerland - Sponsoring, innovative instru ment of communication policy - ISDN, tomorrow's communication takes shape - The European Telecom- market - Databases - The image of Swiss market research - Principles of wise conversation.
