The authors of this volume investigate into processes of brand communication from the perspective of dynamic transition from traditional to new media by focusing especially on social networks. By placing brand issues in the contexts of major technology and media transitions, the authors combine innovative scientific perspectives with those of practitioners. The volume contains contributions with a methodological basis as well as investigations into media and technology dimensions of brand communication, integrating organisational, philosophical, ethical, and linguistic aspects in their investigations.
VS Research 2011. 265 pages. With 37 graphs & 8 tables. ISBN: 978-3-531-18115-8, € 49,99