Ebook > Ciencias sociales > Medios / Comunicación > Ciencia de la comunicación > Stephan Sonnenburg: Swarm Branding (PDF)

Stephan Sonnenburg
Swarm Branding
Markenführung im Zeitalter von Web 2.0

Soporte

Portada de Stephan Sonnenburg: Swarm Branding (PDF)

€33.26

Tabla de materias

Masse macht Marke: Die Bedeutung von Web 2.0 für die Markenführung.- Von der Markentechnik zum kollaborativen Branding: Markenführung in der Postmoderne.- Marken sind Gespräche: Über Anatomie und Diffusion von Markenkommunikation in Netzwerken.- Co-Creative Branding: Zur Markenführung in der neuen Kommunikationsmatrix.- Markenmodelle des Involvements: Von der Mission zur Transmission.- Strudel des Involvements: Das Fallbeispiel „Apple“.- Plattform des Involvements: Das Fallbeispiel „American Apparel“.- Markeninvolvement durch Moral: Das Fallbeispiel „Vaude“.

Sobre el autor

Dr. Stephan Sonnenburg ist Professor für Marketing und Kommunikation an der Karlshochschule International University in Karlsruhe.

Idioma Alemán ● Formato PDF ● Páginas 134 ● ISBN 9783531916958 ● Tamaño de archivo 1.2 MB ● Editor Stephan Sonnenburg ● Editorial VS Verlag für Sozialwissenschaften ● Ciudad Wiesbaden ● País DE ● Publicado 2009 ● Descargable 24 meses ● Divisa EUR ● ID 2159942 ● Protección de copia DRM social

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