The platformization of brands
Year of publication: |
2022
|
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Authors: | Wichmann, Julian R. K. ; Wiegand, Nico ; Reinartz, Werner J. |
Published in: |
Journal of marketing. - Thousand Oaks, CA : Sage Publishing, ISSN 1547-7185, ZDB-ID 2052318-X. - Vol. 86.2022, 1, p. 109-131
|
Subject: | building blocks | digital platforms | digital transformation | platform assemblage | product brands | relationship marketing | relationship states | Digitale Plattform | Digital platform | Beziehungsmarketing | Relationship marketing | Digitalisierung | Digitization | Markenführung | Brand management | Electronic Commerce | E-commerce | Social Web | Social web | Markenartikel | Brand | Netzwerkökonomik | Network economics | Lieferantenmanagement | Supplier relationship management |
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