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Marketing Review St. Gallen

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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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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

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