User Generated Branding
| Autor: | Ulrike Arnhold |
|---|---|
| EAN: | 9783834988577 |
| eBook Format: | |
| Sprache: | Englisch |
| Produktart: | eBook |
| Veröffentlichungsdatum: | 22.11.2010 |
| Untertitel: | Integrating User Generated Content into Brand Management |
| Kategorie: | |
| Schlagworte: | Brand Communities Brand Management Content Interaktives Marketing Marketing Market research Web Web 2.0 Web2.0 Word of Mouth communication |
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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.
Dr. Ulrike Arnhold holds a PhD in business administration from Prof. Dr. Christoph Burmann's Chair of Innovative Brand Management at the University of Bremen. She works as a brand strategist in luxury goods.
Dr. Ulrike Arnhold holds a PhD in business administration from Prof. Dr. Christoph Burmann's Chair of Innovative Brand Management at the University of Bremen. She works as a brand strategist in luxury goods.
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