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Stephan Sonnenburg
Swarm Branding
Markenführung im Zeitalter von Web 2.0

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Capa do Stephan Sonnenburg: Swarm Branding (PDF)

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Tabela de Conteúdo

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 o autor

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

Língua Alemão ● Formato PDF ● Páginas 134 ● ISBN 9783531916958 ● Tamanho do arquivo 1.2 MB ● Editor Stephan Sonnenburg ● Editora VS Verlag für Sozialwissenschaften ● Cidade Wiesbaden ● País DE ● Publicado 2009 ● Carregável 24 meses ● Moeda EUR ● ID 2159942 ● Proteção contra cópia DRM social

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