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Published in: Marketing Review St. Gallen 1/2015

01-03-2015 | Schwerpunkt

How Social Media Transforms Brand Management

Authors: Dr. Niels Neudecker, Jens Barczewski, Harald Schuster

Published in: Marketing Review St. Gallen | Issue 1/2015

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Excerpt

New technologies and the use of social media are no longer a marginal phenomenon. They have arrived at the center of consumers’ lives. Therefore, brand managers should understand how social media impacts their marketing activities, and how the new dynamic can be structured in order to systematically analyze and improve their brand’s performance. …
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Metadata
Title
How Social Media Transforms Brand Management
Authors
Dr. Niels Neudecker
Jens Barczewski
Harald Schuster
Publication date
01-03-2015
Publisher
Springer Fachmedien Wiesbaden
Published in
Marketing Review St. Gallen / Issue 1/2015
Print ISSN: 1865-6544
Electronic ISSN: 1865-7516
DOI
https://doi.org/10.1007/s11621-015-0514-8