Markendifferenzierung ohne klassische Werbung? Zur Stimulation sozialer Interaktion zwischen Kunden

Translated title of the contribution: Brand differentiation without advertisement? The stimulation of social interaction between customers

Research output: Chapter in Book/Report/Conference proceedingChapter

Original languageGerman
Title of host publicationMarkendifferenzierung innovative Konzepte zur erfolgreichen Markenprofilierung
EditorsFranziska Völckner, Christoph Willers, Torsten Weber
Place of PublicationGermany
PublisherGabler
Pages197-217
Number of pages21
Edition1st
ISBN (Print)9783834919786
Publication statusPublished - 2011

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