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Download E-books Typenbasierte Integration von Markengemeinschaften: Ansätze eines strategischen Community Marketing (German Edition) PDF

Melanie Wenzel leistet einen theoretischen sowie praktischen Beitrag zum Verständnis des Phänomens der Markengemeinschaften sowohl für betriebs- als auch sozialwissenschaftliche Fragestellungen. Durch eine explizit interdisziplinäre Herangehensweise verknüpft sie Gemeinschaftssoziologie mit marketingtheoretischen und -praktischen Grundlagen. Ihre examine mündet in einer theoriegeleiteten Typologie von Markengemeinschaften und deren Beziehung zum Unternehmen. Diese theoretische Arbeit wird zudem durch eine umfassende empirische Studie zu 50 onlinebasierten Markengemeinschaften aus dem Automobilbereich gestützt.

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