0

User Generated Branding

eBook - Integrating User Generated Content into Brand Management, Innovatives Markenmanagement

Erschienen am 22.11.2010, Auflage: 1/2010
62,95 €
(inkl. MwSt.)

Download

E-Book Download
Bibliografische Daten
ISBN/EAN: 9783834988577
Sprache: Englisch
Umfang: 451 S., 35.46 MB
E-Book
Format: PDF
DRM: Digitales Wasserzeichen

Beschreibung

From a brand management perspective Ulrike Arnhold analyses the impact of interactive marketing programmes in Web 2.0, evaluating user generated content as a tool of the brand communication mix.

Autorenportrait

Dr. Ulrike Arnhold holds a PhD in business administration from Prof. Dr. Christoph Burmanns Chair of Innovative Brand Management at the University of Bremen. She works as a brand strategist in luxury goods.

Inhalt

Learning from User Innovation, Collective Intelligence, Word of Mouth and Community Research; Types and Applications of User Generated Branding in Market Research, Commercialisation and Customer Retention; Development of a Structural Equation Model to Measure the Impact on the Consumer-Brand Relationship; Empiric Model Validation by Means of Three Real Life Interactive Branding Programmes

Informationen zu E-Books

Kein Inhalt gefunden!