Brand Community Management: Eine empirische Analyse am Beispiel der Automobilbranche (Unternehmenskooperation und Netzwerkmanage,Used

Brand Community Management: Eine empirische Analyse am Beispiel der Automobilbranche (Unternehmenskooperation und Netzwerkmanage,Used

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Brand: Gabler Verlag
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Product Description Brand Communities stellen Unternehmen vor neue Herausforderungen. Ansetzend an einer Konzeptualisierung eines netzwerkorientierten Brand Community Managements, welches explizit die Hndler vor Ort bercksichtigt, analysiert Vivian Hartleb empirisch die verschiedenen Beziehungsstrukturen innerhalb eines solchen Managements sowie die Effizienz und Effektivitt eines entsprechenden Hndlerengagements. From the Back Cover Brand Communities stellen Unternehmen vor neue Herausforderungen. Ansetzend an einer Konzeptualisierung eines netzwerkorientierten Brand Community Managements, welches explizit die Hndler vor Ort bercksichtigt, analysiert Vivian Hartleb empirisch die verschiedenen Beziehungsstrukturen innerhalb eines solchen Managements sowie die Effizienz und Effektivitt eines entsprechenden Hndlerengagements. About the Author Dr. Vivian Hartleb promovierte bei Prof. Dr. Dieter Ahlert am Marketing Centrum Mnster der Westflischen WilhelmsUniversitt Mnster.

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