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- Title
Litera tur zum Thema : Contemporary Branding.
- Authors
Brockschmidt, Oliver
- Abstract
The compilation "Literature on the topic: Contemporary Branding" contains a list of books and articles that deal with various aspects of brand management. The works listed cover topics such as strategic communication, brand management in the B2B sector, identity-based brand management, purpose and vision of companies, customer-brand relationships, trust in social media, brand storytelling, artificial intelligence in influencer marketing, digital marketing in small B2B companies, "woke-washing" in advertising, global brand building and management in the digital age, brand building in a hyperconnected world, environmental friendliness, and customer relationship management in the B2B sector. The compilation was created by Oliver Brockschmidt.
- Subjects
PRODUCT management; ADVERTISING management; BRANDING (Marketing); BUSINESS-to-business transactions; DIGITAL technology; CUSTOMER relationship management; CONSTRUCTION management
- Publication
Marketing Review St. Gallen, 2023, Issue 5, p78
- ISSN
1865-6544
- Publication type
Article