Die Unternehmenskommunikation erfährt gegenwärtig in einem von Medien geprägten Zeitalter eine enorme Beschleunigung. Nicht nur die Atomisierung der Medienlandschaft, die zu einer Explosion der einzelnen Kanäle führt, stellt Marketingtreibende vor neue Herausforderungen. Auch die...

Chapter 1: Introducing Online Brand Communities -- Chapter 2: Participation and customer involvement -- Chapter 3: Online brand communities and loyalty intentions -- Chapter 4: Consumer engagement -- Chapter 5: Social identity and online brand communities -- Chapter 6: Brand and customer loyalty...

1.Introduction -- 2.Section One: How and why the COVID-19 economic crisis occurred? A customer behavior-based perspective -- 3.Five phases for how customer behavior changed in response to COVID-19 -- 4.Psychological and economic explanations for why the COVID-19 economic crisis occurred -- 5....

Chapter 1 Introduction to Marketing Communications: Setting the Scene for Emerging Economies -- Chapter 2 Customer Value and Marketing Communications -- Chapter 3 Cultural Values and Marketing Communications in Emerging Markets -- Chapter 4 Bibliometric Review and Direction for Integrated...

Was ist Situatives-Content-Marketing (SCM)? -- Warum situativer Content immer funktioniert -- Die Situative-Content-Marketing-Strategie (SCMS) für B2B und B2C -- Ziele der SCMS (Situative-Content-Marketing-Strategie) -- Das Situative-Content-Marketing-Wirkmodell im Praxiseinsatz -- Bewährte...

Chapter 1: Green Business Practices in Emerging Economies, Ayentimi, D.T., Nyarkoh, B. J, and Kuuyelleh, E. N. University of Tasmani -- Chapter 2: Green Business Practices in Emerging Economies, Ayentimi, D.T., Nyarkoh, B. J, and Kuuyelleh, E. N., University of Tasmania, Australia -- Chapter 3:...

Chapter 1: An Overview of Marketing -- Chapter 2: Marketing Planning -- Chapter 3: Understanding the Market Environment and the Competition -- Chapter 4: Understanding the Buyer -- Chapter 5: Marketing Research and Information -- Chapter 6: Estimating the Market Demand -- Chapter 7: Market...

Introduction to the experience logic: Key concepts and contents -- Part I: Theoretical contributions -- Experiential perspective in management literature: A systematic review -- Marketing in an experiential perspective: From "Goods and Service Logic" to "Experience Logic" -- Part II: Sectoral...