User Generated Branding : Integrating User Generated Content into Brand Management / Ulrike Arnhold.
Material type:
TextSeries: Innovatives MarkenmanagementPublisher: Wiesbaden : Gabler Verlag, 2010Edition: 2010 editionDescription: 451 pages : illustrations (black and white)Content type: text Media type: computer Carrier type: online resourceISBN: 9783834988577 (ebook)Subject(s): Business and Management | Business & Management | Sales & marketing | Management & management techniquesGenre/Form: Online access: Click here to access online Also available in printed form ISBN 9783834923240Summary: 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.
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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.
Also available in printed form ISBN 9783834923240
Electronic reproduction. Askews and Holts. Mode of access: World Wide Web.
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