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User generated branding : integrating user generated content into brand management /

Arnhold, Ulrike,

User generated branding : integrating user generated content into brand management / Ulrike Arnhold ; with a preface by Christoph Burmann. - 1st Edition - xxviii, 451 pages : illustrations ; 21 cm - Gabler research : Innovatives markenmanagement . - Gabler research. Innovatives markenmanagement. .

Includes bibliographical references.

ISBN: 3834923249 (paperback) 9783834923240 (paperback)

Subjects--Topical Terms:
Branding (Marketing)
User-generated content.

LC Class. No.: HF5415.1255 / .A76 2010

Dewey Class. No.: 658.8270285

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