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User Generated Branding - Integrating User Generated Content into Brand Management
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User Generated Branding - Integrating User Generated Content into Brand Management
From a brand management perspective Ulrike Arnhold analyses the impact of interactive marketing programmes in Web 2.0, evaluating user generated content as a tool of the brand communication mix.
Dr. Ulrike Arnhold holds a PhD in business administration from Prof. Dr. Christoph Burmann's Chair of Innovative Brand Management at the University of Bremen. She works as a brand strategist in luxury goods.
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