- We will send in 10–14 business days.
/images/books/13370886/9783834923240.jpg)
- Author: Ulrike Arnhold
- Publisher: Gabler Verlag
- ISBN-10: 3834923249
- ISBN-13: 9783834923240
- Format: 14.8 x 21 x 2.5 cm, minkšti viršeliai
- Language: English
- SAVE -10% with code: EXTRA
Reviews
Description
What is the value of user generated content in branding? Do social media activities such as brand communities and blogs rather harm or strengthen the brand? Ulrike Arnhold investigates these burning questions, introducing the concept of user generated branding. From a brand management perspective she analyses the impact of interactive marketing programmes in Web 2.0, evaluating user generated content as a tool of the brand communication mix. Her book provides not only a comprehensive empiric analysis but also managerial implications. Thus, this pioneer study will help both scholars and practitioners to gain a thorough understanding of the roots, strategies and applications of user generated content in branding.
EXTRA 10 % discount with code: EXTRA
The promotion ends in 21d.13:39:49
The discount code is valid when purchasing from 10 €. Discounts do not stack.
- Author: Ulrike Arnhold
- Publisher: Gabler Verlag
- ISBN-10: 3834923249
- ISBN-13: 9783834923240
- Format: 14.8 x 21 x 2.5 cm, minkšti viršeliai
- Language: English English
What is the value of user generated content in branding? Do social media activities such as brand communities and blogs rather harm or strengthen the brand? Ulrike Arnhold investigates these burning questions, introducing the concept of user generated branding. From a brand management perspective she analyses the impact of interactive marketing programmes in Web 2.0, evaluating user generated content as a tool of the brand communication mix. Her book provides not only a comprehensive empiric analysis but also managerial implications. Thus, this pioneer study will help both scholars and practitioners to gain a thorough understanding of the roots, strategies and applications of user generated content in branding.
Reviews