Übersicht			Auf mobile öffnen

Lieferstatus:	Auf Bestellung (Lieferzeit unbekannt)
Veröffentlichung:	Juli 2010
Genre:	Wirtschaft / Recht
	Business / Business and Management / Communication / Management science / Marke, Markenschutz / Market research / Marketing / Marketing und Vertrieb / Sales & marketing / Web 2.0 / Web2.0 / Word of Mouth mehr...
ISBN:	9783834923240
EAN-Code:	9783834923240
Verlag:	Betriebswirtschaftlicher Verlag Gabler
Einband:	Kartoniert
Sprache:	English
Serie:	Innovatives Markenmanagement
Dimensionen:	H 210 mm / B 148 mm / D 30 mm
Gewicht:	623 gr
Seiten:	451
Illustration:	XXVIII, 451 p. 71 illus., schwarz-weiss Illustrationen
Zus. Info:	EUDR exemption - product or manufacturing materials placed on the market prior to 31.12.2025.
Bewertung:	Titel bewerten / Meinung schreiben

Inhalt:

What is the value of user generated content in branding? Do social media activities such as brand communities and blogs rather harm or strengthen the brand? Ulrike Arnhold investigates these burning questions, introducing the concept of user generated branding. From a brand management perspective she analyses the impact of interactive marketing programmes in Web 2.0, evaluating user generated content as a tool of the brand communication mix. Her book provides not only a comprehensive empiric analysis but also managerial implications. Thus, this pioneer study will help both scholars and practitioners to gain a thorough understanding of the roots, strategies and applications of user generated content in branding.