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Events und Marke
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Product Details
Die Autorinnen und Autoren des Tagungsbandes liefern aus Sicht des Marketing, der Kommunikationstheorie, der Neurowissenschaft sowie der Medienwissenschaften Erklrungsantze fr den Beitrag von Events zu Markeninszenierung und -aufbau. Der Band fasst die auf der 9. Wissenschaftlichen Konferenz Eventforschung, die am 27. Oktober 2017 an der TU Chemnitz stattfand, vorgestellten und diskutierten aktuellen Forschungsergebnisse zum Thema Events und Marke zusammen. Das Schwerpunktthema wird ergnzt um wissenschaftliche und praxisorientierte Beitrge u. a. zur erlebnisorientierten Markeninszenierung in Flagship Stores oder der Crossmedialen Vermarktung von Events.
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