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User Generated Branding: Integrating User Generated Content into Brand Managemen
US $66.42
Approximately£52.21
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Located in: Fairfield, Ohio, United States
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Estimated between Wed, 26 Jun and Mon, 8 Jul to 43230
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eBay item number:386700026455
Item specifics
- Condition
- ISBN-13
- 9783834923240
- Book Title
- User Generated Branding
- ISBN
- 9783834923240
- Subject Area
- Business & Economics
- Publication Name
- User Generated Branding : Integrating User Generated Content Into Brand Management
- Item Length
- 8.3 in
- Publisher
- Betriebswirtschaftlicher Verlag DR. Th. Gabler Gmbh
- Subject
- Marketing / General, Management Science
- Publication Year
- 2010
- Series
- Innovatives Markenmanagement Ser.
- Type
- Textbook
- Format
- Trade Paperback
- Language
- English
- Item Width
- 5.8 in
- Item Weight
- 22 Oz
- Number of Pages
- Xxviii, 451 Pages
About this product
Product Information
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 much shallowness as sUbjectivity, Dr. Ulrike Arnhold analyses the state of the art of research within her dissertation with great care and intellectual finesse.
Product Identifiers
Publisher
Betriebswirtschaftlicher Verlag DR. Th. Gabler Gmbh
ISBN-10
3834923249
ISBN-13
9783834923240
eBay Product ID (ePID)
144015819
Product Key Features
Publication Name
User Generated Branding : Integrating User Generated Content Into Brand Management
Format
Trade Paperback
Language
English
Subject
Marketing / General, Management Science
Publication Year
2010
Series
Innovatives Markenmanagement Ser.
Type
Textbook
Subject Area
Business & Economics
Number of Pages
Xxviii, 451 Pages
Dimensions
Item Length
8.3 in
Item Width
5.8 in
Item Weight
22 Oz
Additional Product Features
Intended Audience
Scholarly & Professional
Number of Volumes
1 Vol.
Lc Classification Number
Hf4999.2-6182
Original Language
German
Table of Content
User generated branding (UGB) as a field of study.- Theoretical basis for the development of a UGB reference framework.- Specification of UGB.- Development of the explanatory UGB model.- Empiric model validation and hypothesis testing.- Summary, critical consideration and outlook.
Copyright Date
2010
Illustrated
Yes
Item description from the seller
Business seller information
Premier Books LLC
David Taylor
26C Trolley Sq
19806-3356 Wilmington, DE
United States
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eBay item number:386700026455
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Fairfield, Ohio, United States
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