In today's fast-evolving digital landscape, branding has transcended traditional boundaries, becoming a dynamic and multifaceted process. This book provides an in-depth exploration of brand management in the digital world, covering its historical evolution, theoretical foundations, and strategic applications.
Inhaltsverzeichnis
LIST OF FIGURES
LIST OF TABLES
INTRODUCTION
CHAPTER 1. THE CONCEPT AND FUNCTIONS OF BRAND IN THE DIGITAL WORLD
CHAPTER 2. BRAND POSITIONING IN THE VIRTUAL ENVIRONMENT
CHAPTER 3. BRAND AND ITS MEANING FOR MODERN CONSUMER
CHAPTER 4. INTEGRATED BRAND COMMUNICATION IN VIRTUAL CHANNELS
CHAPTER 5. BUILDING STRONG BRANDS IN DIGITAL WORLD
FINAL CONCLUSIONS
REFERENCES
INDEX
