Leseprobe
Table of Contents
Title Page
Summary
Preface
Glossary
1 Introduction
2 Theoretical Foundations
2.1 Brand Definition
2.2 Functions of a Brand
2.3 Definition of Brand Management
2.4 Definition of Web 2.0
3 The use of Web 2.0
3.1 Private Use
3.2 Web 2.0 in Business
4 Web 2.0 - Friend or Foe?
5 From One-Way to Two-Way Communication
6 Web 2.0 and Brand Management
6.1 The Impact of the Change of the Communication Models on Website Content
6.2 How to Respond to Unjustified Negative Word of Mouth
6.3 Integrating Users into Marketing Processes
6.4 The “Open” Brand
7 Conclusion
8 Recommendation and Critical Appraisal
Bibliography
List of Figures
List of Tables
List of Abbreviations
Appendix: The Frequency of Web 2.0 Visits
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- Sandra Spindler (Autor:in), 2011, The Impact of Web 2.0 on Brand Management, München, GRIN Verlag, https://www.grin.com/document/197615
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