Swarm Branding Book by Stephan Sonnenburg - Bookswagon
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Swarm Branding

Swarm Branding


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About the Book

Mein besonderer Dank gilt allen involvierten Autorinnen und Autoren - Stud- rende an der Universität der Künste in Berlin und TeilnehmerInnen an einer meiner Lehrveranstaltungen zur Thematik "Swarm Branding" im Wintersem- ter 2007/08. Die Referate und schriftlichen Ausarbeitungen waren von einem außergewöhnlichen Niveau, und so beschlossen wir gemeinsam, unsere Ged- ken weiterzuentwickeln und in einem Sammelband zu veröffentlichen. An dieser Stelle möchte ich mich beim VS Verlag für Sozialwissenschaften für seine - terstützung des Projekts bedanken. Die unterschiedlichen Perspektiven auf Swarm Branding - worunter zu v- stehen ist, dass sich Marken immer mehr in einer Art Schwarm von sich inv- vierenden Akteuren aus Unternehmen, Stakeholdern und vor allem Konsumenten bilden - werden im vorliegenden Werk zu einem facettenreichen Gesamtbild verknüpft. Der Sammelband gliedert sich in drei Themenbereiche: Theorie- Fundament, Theorie-Praxis-Transfer sowie Praxis-Beispiele. Das Theorie-Fundament beginnt mit dem Beitrag von Felix Burgold, S- phan Sonnenburg und Markus Voß, in welchem sie sich mit der Bedeutung von Web 2. 0 für die Markenführung auseinandersetzen. Dies ist für die weiteren Ausführungen deshalb relevant, da das Web 2. 0 schon lange nicht mehr nur ein Kanal ist, durch den Marken kommuniziert werden, sondern da es auch immer prominenter das Markenverständnis prägt. Und dies hat zwangsläufig eine dir- te Auswirkung auf die Markenführung, die Robert Caspar Mueller in seinem Beitrag historisch beleuchtet.
About the Author: Dr. Stephan Sonnenburg ist Professor für Marketing und Kommunikation an der Karlshochschule International University in Karlsruhe.


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Product Details
  • ISBN-13: 9783531162973
  • Publisher: Vs Verlag Fur Sozialwissenschaften
  • Publisher Imprint: Vs Verlag Fur Sozialwissenschaften
  • Edition: 2009 ed.
  • Language: German
  • Returnable: Y
  • Spine Width: 8 mm
  • Weight: 227 gr
  • ISBN-10: 3531162977
  • Publisher Date: 15 Jul 2009
  • Binding: Paperback
  • Height: 210 mm
  • No of Pages: 134
  • Series Title: German
  • Sub Title: Markenführung Im Zeitalter Von Web 2.0
  • Width: 148 mm


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