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Stephan Sonnenburg
Swarm Branding
Markenführung im Zeitalter von Web 2.0

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Обложка Stephan Sonnenburg: Swarm Branding (PDF)

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Содержание

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“.

Об авторе

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

язык немецкий ● Формат PDF ● страницы 134 ● ISBN 9783531916958 ● Размер файла 1.2 MB ● редактор Stephan Sonnenburg ● издатель VS Verlag für Sozialwissenschaften ● город Wiesbaden ● Страна DE ● опубликованный 2009 ● Загружаемые 24 месяцы ● валюта EUR ● Код товара 2159942 ● Защита от копирования Социальный DRM

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