Utilize este identificador para referenciar este registo: https://recil.grupolusofona.pt/handle/10437/5339
Título: Marketing Communication 2.0: Leveraging Multimedia Brands through Social Media Networks
Autores: Baumann, Sabine
Palavras-chave: REDES SOCIAIS
STRATEGIC MANAGEMENT
GESTÃO ESTRATÉGICA
SOCIAL NETWORKS
BRANDING
GESTÃO DE MARCAS
COMUNICAÇÃO
COMMUNICATION
MARKETING
Data: 2011
Editora: ISG
Resumo: Social technologies allow interactive personal communication with company stakeholders. Research on the adaptation of social media for branding and marketing communication is still in its early stages, as well as the development of implementing concepts and guidelines. The paper explores potentials and risks of adapting social media strategies for multi-media branding and marketing communication. Based on the analysis of changes in media usage it derives strategies how companies can integrate social media into their branding and marketing communication strategies. After thoroughly discussing opportunities and risks of different strategies, the paper closes with an outlook on upcoming trends.
URI: http://hdl.handle.net/10437/5339
ISSN: 1647-1989
Aparece nas colecções:IBER : International Business and Economics Review : Revista Internacional de Gestão e Comunicação, nº 2 (2011)

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