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Managing brands in the platform economy : an integrated perspective
Schumacher, Martin - 2021
Persistent link: https://www.econbiz.de/10012671307
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Digital disruption in marketing and communications : a strategic and organizational approach
Magnotta, Edoardo - 2020
Persistent link: https://www.econbiz.de/10013180667
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Building a corporate brand in the digital age : imperatives for transforming born-digital startups into successful corporate brands
Mingione, Michela; Abratt, Russell - In: Journal of marketing management : JMM ; journal of the … 36 (2020) 11/12, pp. 981-1008
Persistent link: https://www.econbiz.de/10012395418
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Digital disruption in marketing and communications : a strategic and organizational approach
Magnotta, Edoardo - 2020
"This book sets out the new frontier of marketing and communication through real case histories. Companies must re-think their traditional approaches to successfully face the upcoming challenges. They must learn how to innovate and change things when they go well. New emerging technologies such...
Persistent link: https://www.econbiz.de/10012101380
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Marke 4.0 : wie Unternehmen zu digitalen Markenchampions werden
Esch, Franz-Rudolf - 2020
Die Digitalisierung verändert das Spielfeld für Manager. Das "Survival of the Fittest" geht in die digitale Runde. Wer …, Markenidentität und Vision geben die Richtung vor. Manager können die Digitalisierung zur Entwicklung neuer Geschäftsmodelle sowie … Interaktions- und Kommunikationsformen für Kunden nutzen. Die Digitalisierung ist dabei Mittel, kein Zweck. Letztendlich geht es …
Persistent link: https://www.econbiz.de/10011914275
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Principles of integrated marketing communications : an evidence-based approach
Ang, Lawrence - 2021 - Second edition
Persistent link: https://www.econbiz.de/10012424527
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The impact of social media evolution on practitioner-stakeholder relationships in brand management
Cooper, Tony; Stavros, Constantino; Dobele, Angela R. - In: The journal of product & brand management 32 (2023) 8, pp. 1173-1190
Persistent link: https://www.econbiz.de/10014485559
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Contactless marketing management of fashion brands in the digital age
Cho, Minjung; Yun, Hyesu; Ko, Eunju - In: European management journal 41 (2023) 4, pp. 512-520
Persistent link: https://www.econbiz.de/10014437749
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Digitalization and business in marketing with a purpose
Ayestarán, Raquel - In: Digitalization in business : on the road to a …, (pp. 317-343). 2022
Persistent link: https://www.econbiz.de/10014382057
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Marken erleben im digitalen Zeitalter : Markenerleben messen, managen, maximieren
Munzinger, Uwe - 2012
Markenerlebens sinnvoll verknüpfen?- Wie lässt sich das Markenerleben gezielt steuern?- Was bedeutet die Digitalisierung für die 4 P …
Persistent link: https://www.econbiz.de/10014275508