Hasenmaile, Lisa M.; Botzenhardt, Florian; Ferdinand, … - In: Markenbrand : die Strategiequelle ; Zeitschrift für … (2016) 5, pp. 67-74
For a long time-period, continuity has been one of the most important rules for successful brand management. Contrariwise, modern media such as the internet and apps have accelerated marketing and brand management to a scenario that requires real-time-interactions with customers, competitors and...