User Generated Branding: Integrating User Generated Content Into Brand Management

By Ulrike Arnhold

From a brand management perspective Ulrike Arnhold analyses the impact of interactive marketing programmes in Web 2.0, evaluating user generated content as a tool of the brand communication mix.

• Format: Paperback
• Language: English
• ISBN: 3834923249
• ISBN13: 9783834923240
• Release Date: July 2010
• Publisher: Gabler Verlag
• Length: 451 Pages
• Weight: 1.60 lbs.
• Dimensions: 1.0" x 5.8" x 8.3"