Brand Management in the Age of Digitalization - 13 Angebote vergleichen

Lieferung aus: Deutschland, zzgl. Versandkosten.
Studienarbeit aus dem Jahr 2014 im Fachbereich BWL - Marketing, Unternehmenskommunikation, CRM, Marktforschung, Social Media, Note: 1,3, Westfälische Wilhelms-Universität Münster, Sprache: Deutsch, Abstract: It s a lonely, scary time to be a brand manager (Fournier and Avery 2011, p. 193). Fournier and Avery s statement reflects that the brand management in times of the Web 2.0 has become a very complex and challenging undertaking. In this participatory online environment consumers are empowered to actively take part in the BM process instead of remaining passive receivers of the company s brand messages. Millions of people create and publish their own brand messages, also called brand related user generated content, in form of for instance YouTube videos, Amazon product reviews, Facebook groups and blog entries. Due to technological advances and the characteristics of the Web 2.0, these contributions from brand fans or brand critics can disseminate quickly and achieve important reach. Consequently, user generated brand messages represent important additional brand touch points next to the company s brand messages and may have a significant influence on the brand image (Burmann 2010, pp. 1 f.; Musser and O Reilly 2006, pp. 3-6; Wunsch-Vincent and Vickery 2007, pp. 9-17). Being still in its initial development phase, little knowledge exists on how brand managers should try to maintain the control over the BM process and approach brand related UGC. Instead of maintaining rather passive or simply monitoring these user contribitions, the BM may also counteract or even stimulate them in order to attain brand goals (Arnhold 2010, pp. 49 f.; Burmann 2010, pp. 1-3; Gensler et al. 2013, pp. 242-244; Hennig-Thurau, Hofacker and Bloching 2013, pp. 238 f.).This paper s objective is to explain and classify different managerial approaches towards brand related UGC in times of the Web 2.0. Another purpose is to help managerial decision making by giving general recommendations on how to deal with these user generated brand messages. The paper is organized as follows: First, the author introduces a definition and the relevant characteristics of the Web 2.0. Chapter 2 presents the traditional BM process and explains how the Web 2.0 changed it. This theoretical background is followed by the introduction of the concepts of UGC and brand related UGC as well as its management in the third chapter. Based on the development of a new classification of managerial approaches towards brand related UGC, the author describes each approach and gives recommendations to brand managers. Finally, chapter four draws general conclusions and identifies promising areas for further research.

Lieferung aus: Deutschland, Versandkostenfrei.
buecher.de GmbH & Co. KG, [1].
Studienarbeit aus dem Jahr 2014 im Fachbereich BWL - Marketing, Unternehmenskommunikation, CRM, Marktforschung, Social Media, Note: 1,3, Westfälische Wilhelms-Universität Münster, Sprache: Deutsch, Abstract: "It's a lonely, scary time to be a brand manager" (Fournier and Avery 2011, p. 193). Fournier and Averys statement reflects that the brand management in times of the Web 2.0 has become a very complex and challenging undertaking. In this participatory online environment consumers are empowered to actively take part in the BM process instead of remaining passive receivers of the companys brand messages. Millions of people create and publish their own brand messages, also called brand related user generated content, in form of for instance YouTube videos, Amazon product reviews, Facebook groups and blog entries. Due to technological advances and the characteristics of the Web 2.0, these contributions from brand fans or brand critics can disseminate quickly and achieve important reach. Consequently, user generated brand messages represent important additional brand touch points next to the companys brand messages and may have a significant influence on the brand image (Burmann 2010, pp. 1 f. Musser and OReilly 2006, pp. 3-6 Wunsch-Vincent and Vickery 2007, pp. 9-17). Being still in its initial development phase, little knowledge exists on how brand managers should try to maintain the control over the BM process and approach brand related UGC. Instead of maintaining rather passive or simply monitoring these user contribitions, the BM may also counteract or even stimulate them in order to attain brand goals (Arnhold 2010, pp. 49 f. Burmann 2010, pp. 1-3 Gensler et al. 2013, pp. 242-244 Hennig-Thurau, Hofacker and Bloching 2013, pp. 238 f.). This papers objective is to explain and classify different managerial approaches towards brand related UGC in times of the Web 2.0. Another purpose is to help managerial decision making by giving general recommendations on how to deal with these user generated brand messages. The paper is organized as follows: First, the author introduces a definition and the relevant characteristics of the Web 2.0. Chapter 2 presents the traditional BM process and explains how the Web 2.0 changed it. This theoretical background is followed by the introduction of the concepts of UGC and brand related UGC as well as its management in the third chapter. Based on the development of a new classification of managerial approaches towards brand related UGC, the author describes each approach and gives recommendations to brand managers. Finally, chapter four draws general conclusions and identifies promising areas for further research.2014. 24 S. 210 mmVersandfertig in 3-5 Tagen, Softcover.

Lieferung aus: Deutschland, Versandkostenfrei.
buecher.de GmbH & Co. KG, [1].
Studienarbeit aus dem Jahr 2014 im Fachbereich BWL - Marketing, Unternehmenskommunikation, CRM, Marktforschung, Social Media, Note: 1,3, Westfälische Wilhelms-Universität Münster, Sprache: Deutsch, Abstract: "It's a lonely, scary time to be a brand manager" (Fournier and Avery 2011, p. 193). Fournier and Averys statement reflects that the brand management in times of the Web 2.0 has become a very complex and challenging undertaking. In this participatory online environment consumers are empowered to actively take part in the BM process instead of remaining passive receivers of the companys brand messages. Millions of people create and publish their own brand messages, also called brand related user generated content, in form of for instance YouTube videos, Amazon product reviews, Facebook groups and blog entries. Due to technological advances and the characteristics of the Web 2.0, these contributions from brand fans or brand critics can disseminate quickly and achieve important reach. Consequently, user generated brand messages represent important additional brand touch points next to the companys brand messages and may have a significant influence on the brand image (Burmann 2010, pp. 1 f. Musser and OReilly 2006, pp. 3-6 Wunsch-Vincent and Vickery 2007, pp. 9-17). Being still in its initial development phase, little knowledge exists on how brand managers should try to maintain the control over the BM process and approach brand related UGC. Instead of maintaining rather passive or simply monitoring these user contribitions, the BM may also counteract or even stimulate them in order to attain brand goals (Arnhold 2010, pp. 49 f. Burmann 2010, pp. 1-3 Gensler et al. 2013, pp. 242-244 Hennig-Thurau, Hofacker and Bloching 2013, pp. 238 f.). This papers objective is to explain and classify different managerial approaches towards brand related UGC in times of the Web 2.0. Another purpose is to help managerial decision making by giving general recommendations on how to deal with these user generated brand messages. The paper is organized as follows: First, the author introduces a definition and the relevant characteristics of the Web 2.0. Chapter 2 presents the traditional BM process and explains how the Web 2.0 changed it. This theoretical background is followed by the introduction of the concepts of UGC and brand related UGC as well as its management in the third chapter. Based on the development of a new classification of managerial approaches towards brand related UGC, the author describes each approach and gives recommendations to brand managers. Finally, chapter four draws general conclusions and identifies promising areas for further research.2014. 24 S. 210 mmVersandfertig in 3-5 Tagen, Softcover.

Lieferung aus: Deutschland, Next Day, Versandkostenfrei.
Erscheinungsdatum: 08.08.2014, Medium: Taschenbuch, Einband: Kartoniert / Broschiert, Titel: Brand Management in the Age of Digitalization, Titelzusatz: How to Manage Brand Related User Generated Content in Times of the Web 2.0, Auflage: 1. Auflage von 2014 // 1. Auflage, Autor: Niesing, Eva, Verlag: GRIN Publishing, Sprache: Deutsch, Rubrik: Wirtschaft // Werbung, Marketing, Seiten: 24, Gewicht: 54 gr, Verkäufer: averdo.

Lieferung aus: Vereinigtes Königreich Großbritannien und Nordirland, Versandkostenfrei.
Brand Management in the Age of Digitalization ab 11.99 € als pdf eBook: How to Manage Brand Related User Generated Content in Times of the Web 2. 0. Aus dem Bereich: eBooks, Wirtschaft,.

Lieferung aus: Deutschland, zzgl. Versandkosten.
Die Beschreibung dieses Angebotes ist von geringer Qualität oder in einer Fremdsprache. Trotzdem anzeigen

Lieferung aus: Vereinigtes Königreich Großbritannien und Nordirland, Versandkostenfrei.
Die Beschreibung dieses Angebotes ist von geringer Qualität oder in einer Fremdsprache. Trotzdem anzeigen

Lieferung aus: Deutschland, Versandkostenfrei.
Die Beschreibung dieses Angebotes ist von geringer Qualität oder in einer Fremdsprache. Trotzdem anzeigen