Leseprobe
Table of Contents
List of Figures
List of Abbreviations
1. Introduction
2. Theoretical Background
2.1. Definition and Characteristics of the Web 2.0
2.2. Traditional Brand Management Process
2.3. Brand Management in Times of the Web 2.0
3. User Generated Branding
3.1. Definition of Brand Related UGC
3.2. Classification of Managerial Approaches towards Brand Related UGC
3.3. Description of and Recommendations for Managerial Approaches
4. Conclusion and Future Research
References
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- Eva Niesing (Autor:in), 2014, Brand Management in the Age of Digitalization, München, GRIN Verlag, https://www.grin.com/document/277695
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