Counter-brand and alter-brand communities : the impact of Web 2.0 on tribal marketing approaches
Bernard Cova; Tim White
| Year of publication: |
2014
|
|---|---|
| Authors: | Cova, Bernard ; White, Tim |
| Published in: |
New Developments in Online Marketing. - London [u.a.] : Routledge, ISBN 0-415-62887-3. - 2014, p. 77-91
|
| Subject: | Social Web | Social web | Markenführung | Brand management | Open Source | Open source | Computerspiel | Video game | Produktentwicklung | New product development |
| Extent: | graph. Darst. |
|---|---|
| Type of publication: | Article |
| Type of publication (narrower categories): | Aufsatz im Buch ; Book section |
| Language: | English |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10010354584