| Translated title of the contribution | Brand differentiation without advertisement? The stimulation of social interaction between customers |
|---|---|
| Original language | German |
| Title of host publication | Markendifferenzierung innovative Konzepte zur erfolgreichen Markenprofilierung |
| Editors | Franziska Völckner, Christoph Willers, Torsten Weber |
| Place of Publication | Germany |
| Publisher | Gabler |
| Pages | 197-217 |
| Number of pages | 21 |
| Edition | 1st |
| ISBN (Print) | 9783834919786 |
| Publication status | Published - 2011 |
Markendifferenzierung ohne klassische Werbung? Zur Stimulation sozialer Interaktion zwischen Kunden
Research output: Chapter in Book/Report/Conference proceeding › Chapter › peer-review