Brand Management in the Age of Digitalization
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 ...