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Digital Branding - A phenomenon empowered by the Internet and the rising importance of Social Media - Amelie Lorenzen
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2013, ISBN: 9783656349068

ID: 691216894

Seminar paper from the year 2012 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: 9,2, Maastricht University (University College Maastricht), language: English, abstract: The Internet has revolutionized the world in many ways. Recently, it seems that both people and organizations have gone all digital. This paper shall give an explanation of Reitkopf´s statement on marketing by investigating to what extent the Internet has affected the world of corporate branding and elaborating on advantages and pitfalls of this medium. Arguably, digital branding can be a highly valuable online marketing tool if, and only if, an organization wins the challenge to understand its customers, to successfully establish a positive customer-brand relationship, and to have a comparative advantage over its online competitors. The structure of this paper his threefold. In the first part, it will derive implications of the Internet and social media on branding in general by elucidating advantages and disadvantages of the digital world. Secondly, the essay will focus on a specific aspect of the so-called I-branding (Simmons,2007), namely co-creation of brands. Lastly, a case study of the sports brand Nike will further clarify the meaning of I-branding and will provide examples for the advantages and disadvantages mentioned in the first part. Digital Branding - A phenomenon empowered by the Internet and the rising importance of Social Media Bücher > Fremdsprachige Bücher > Englische Bücher Taschenbuch 28.01.2013 Buch (dtsch.), GRIN, .201

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2012, ISBN: 9783656349068

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Digital Branding - A phenomenon empowered by the Internet and the rising importance of Social Media Seminar paper from the year 2012 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: 9,2, Maastricht University (University College Maastricht), language: English, abstract: The Internet has revolutionized the world in many ways. Recently, it seems that both people and organizations have gone all digital. This paper shall give an explanation of Reitkopf's statement on marketing by investigating to what extent the Internet has affected the world of corporate branding and elaborating on advantages and pitfalls of this medium. Arguably, digital branding can be a highly valuable online marketing tool if, and only if, an organization wins the challenge to understand its customers, to successfully establish a positive customer-brand relationship, and to have a comparative advantage over its online competitors. The structure of this paper his threefold. In the first part, it will derive implications of the Internet and social media on branding in general by elucidating advantages and disadvantages of the digital world. Secondly, the essay will focus on a specific aspect of the so-called I-branding (Simmons,2007), namely co-creation of brands. Lastly, a case study of the sports brand Nike will further clarify the meaning of I-branding and will provide examples for the advantages and disadvantages mentioned in the first part. Bücher / Fremdsprachige Bücher / Englische Bücher 978-3-656-34906-8, GRIN

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Digital Branding - A phenomenon empowered by the Internet and the rising importance of Social Media - Felicitas von Rauch
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Digital Branding - A phenomenon empowered by the Internet and the rising importance of Social Media - Taschenbuch

2013

ISBN: 3656349061

ID: 17005327465

[EAN: 9783656349068], Neubuch, [PU: GRIN Verlag Gmbh Aug 2013], This item is printed on demand - Print on Demand Titel. Neuware - Seminar paper from the year 2012 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: 9,2, Maastricht University (University College Maastricht), language: English, abstract: The Internet has revolutionized the world in many ways. Recently, it seems that both people and organizations have gone all digital. This paper shall give an explanation of Reitkopf s statement on marketing by investigating to what extent the Internet has affected the world of corporate branding and elaborating on advantages and pitfalls of this medium. Arguably, digital branding can be a highly valuable online marketing tool if, and only if, an organization wins the challenge to understand its customers, to successfully establish a positive customer-brand relationship, and to have a comparative advantage over its online competitors. The structure of this paper his threefold. In the first part, it will derive implications of the Internet and social media on branding in general by elucidating advantages and disadvantages of the digital world. Secondly, the essay will focus on a specific aspect of the so-called I-branding (Simmons,2007), namely co-creation of brands. Lastly, a case study of the sports brand Nike will further clarify the meaning of I-branding and will provide examples for the advantages and disadvantages mentioned in the first part. 16 pp. Englisch

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Digital Branding - A phenomenon empowered by the Internet and the rising importance of Social Media - Amelie Lorenzen
Vergriffenes Buch, derzeit bei uns nicht verfügbar.
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Amelie Lorenzen:
Digital Branding - A phenomenon empowered by the Internet and the rising importance of Social Media - neues Buch

2012, ISBN: 9783656349068

ID: 117171878

Seminar paper from the year 2012 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: 9,2, Maastricht University (University College Maastricht), language: English, abstract: The Internet has revolutionized the world in many ways. Recently, it seems that both people and organizations have gone all digital. This paper shall give an explanation of Reitkopf´s statement on marketing by investigating to what extent the Internet has affected the world of corporate branding and elaborating on advantages and pitfalls of this medium. Arguably, digital branding can be a highly valuable online marketing tool if, and only if, an organization wins the challenge to understand its customers, to successfully establish a positive customer-brand relationship, and to have a comparative advantage over its online competitors. The structure of this paper his threefold. In the first part, it will derive implications of the Internet and social media on branding in general by elucidating advantages and disadvantages of the digital world. Secondly, the essay will focus on a specific aspect of the so-called I-branding (Simmons,2007), namely co-creation of brands. Lastly, a case study of the sports brand Nike will further clarify the meaning of I-branding and will provide examples for the advantages and disadvantages mentioned in the first part. Digital Branding - A phenomenon empowered by the Internet and the rising importance of Social Media Buch (dtsch.) Bücher>Fremdsprachige Bücher>Englische Bücher, GRIN

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Digital Branding - A phenomenon empowered by the Internet and the rising importance of Social Media Digital-Branding-A-phenomenon-empowered-by-the-Internet-and-the-rising-importance-of-Social-Media~~Amelie-Lorenzen Business>Marketing Strategies>Marketing Strategies Paperback, GRIN Verlag GmbH

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Digital Branding - A phenomenon empowered by the Internet and the rising importance of Social Media
Autor:

Felicitas von Rauch

Titel:

Digital Branding - A phenomenon empowered by the Internet and the rising importance of Social Media

ISBN-Nummer:

9783656349068

Detailangaben zum Buch - Digital Branding - A phenomenon empowered by the Internet and the rising importance of Social Media


EAN (ISBN-13): 9783656349068
ISBN (ISBN-10): 3656349061
Gebundene Ausgabe
Taschenbuch
Erscheinungsjahr: 2012
Herausgeber: GRIN Verlag GmbH

Buch in der Datenbank seit 17.04.2014 15:18:42
Buch zuletzt gefunden am 18.12.2016 11:16:19
ISBN/EAN: 9783656349068

ISBN - alternative Schreibweisen:
3-656-34906-1, 978-3-656-34906-8

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