| 書目名稱 | User Generated Branding |
| 副標(biāo)題 | Integrating User Gen |
| 編輯 | Ulrike Arnhold |
| 視頻video | http://file.papertrans.cn/945/944467/944467.mp4 |
| 概述 | Wirtschaftswissenschaftliche Studie |
| 叢書名稱 | Innovatives Markenmanagement |
| 圖書封面 |  |
| 描述 | The increasing relevance of the internet has brought about significant change in me- dia consumption, communication and social behaviour and thus evoked a debate in both business studies and practice. Brands, in particular, are affected by the devel- opments in and around the internet since they stimulate and shape such behavioural patterns. Therefore, how to manage a brand in the era of the internet has been a topic of discussion for quite some time. First, success factors of so called "virtual e- brands" were searched for, then "internet-based brand management" was explored and finally one was acknowledged as an "expert" by only using the buzzword "brand management in Web2. 0. " Many of the papers and books published at that time, how- ever, dealt only superficially with the subject, distinguishing themselves through se- quences of empty words rather than in-depth knowledge of the matter. Unfortunately, this even led to the case that the editor of a topic related Special Issue of the "Mar- keting Science" joumal preselected all submitted manuscripts according to the fact whether he personally liked or disliked the used terminology. Against the background of this situation of as m |
| 出版日期 | Book 2010 |
| 關(guān)鍵詞 | Brand Communities; Brand Management; Content; Interaktives Marketing; Market research; Marketing; Web; Web |
| 版次 | 1 |
| doi | https://doi.org/10.1007/978-3-8349-8857-7 |
| isbn_softcover | 978-3-8349-2324-0 |
| isbn_ebook | 978-3-8349-8857-7Series ISSN 2627-1109 Series E-ISSN 2627-1117 |
| issn_series | 2627-1109 |
| copyright | Gabler Verlag | Springer Fachmedien Wiesbaden GmbH, Wiesbaden 2010 |
|Archiver|手機版|小黑屋|
派博傳思國際
( 京公網(wǎng)安備110108008328)
GMT+8, 2026-1-20 21:36
發(fā)表于 2025-3-21 19:10:07
