User Generated Branding
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User Generated Branding
| Author | : Ulrike Arnhold |
| Publisher | : Springer Science & Business Media |
| Total Pages | : 477 |
| Release | : 2010-11-22 |
| Genre | : Business & Economics |
| ISBN | : 383498857X |
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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.
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