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Ausgewhlte Aspekte des Digital Branding
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Ralf T. Kreutzer und Wolfgang Merkle stellen Strategien zur Verankerung der digitalen Markenfhrung im Unternehmen vor. Die steigende Notwendigkeit der digitalen Markenfhrung wird durch zahlreiche Studien deutlich jedoch auchdie in deutschen Unternehmen (noch) vorherrschende mangelnde organisatorische Verankerung des Social-Media-Marketings sowie die unzureichende Frderung zur Bildung von Kompetenzen der internen Stakeholder. Es wird gezeigt, warum die Verantwortung der Markenfhrung bei den internen Stakeholdern bleiben sollte, wobei Anregungen, Wnsche und Ideen seitens der aktiven Community durchaus Beachtung finden knnen und sollen.
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