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Trialogische Markenfhrung im Business-to-Business
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Florian Maier geht der Frage nach dem Einfluss von Social Media auf die B2B-Markenfhrung nach und nhert sich interdisziplinr diesem Thema an der Schnittstelle zwischen Marketing, Marken-, Unternehmensfhrung und Prozessmanagement. Dabei beschftigt er sich intensiv damit, wie das Markenmanagement entsprechend ausgestaltet werden kann. Der Autor entwickelt zunchst eine Definition von Social Media, umreisst die psychologischen Grundlagen sozialer Vernetzung und stellt Verbindungen zu Kernaspekten der Brand Communities her. Auf Basis von Experteninterviews mit Markenentscheidern erweitert er schlielich die identittsbasierte Markenfhrung zur trialogischen Markenfhrung.
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