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Stephan Sonnenburg
Swarm Branding
Markenführung im Zeitalter von Web 2.0

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Örtmek Stephan Sonnenburg: Swarm Branding (PDF)

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İçerik tablosu

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“.

Yazar hakkında

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

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Dil Almanca ● Biçim PDF ● Sayfalar 134 ● ISBN 9783531916958 ● Dosya boyutu 1.2 MB ● Editör Stephan Sonnenburg ● Yayımcı VS Verlag für Sozialwissenschaften ● Kent Wiesbaden ● Ülke DE ● Yayınlanan 2009 ● İndirilebilir 24 aylar ● Döviz EUR ● Kimlik 2159942 ● Kopya koruma Sosyal DRM

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