Internet e il "vantaggio relazionale". Dalla differenziazione al consumer engagement delle strategie di marca

Translated title of the contribution: [Autom. eng. transl.] Internet and the "relational advantage". From differentiation to consumer engagement of brand strategies

Renato Fiocca, Rossella Chiara Gambetti

Research output: Chapter in Book/Report/Conference proceeding › Chapter

Abstract

[Autom. eng. transl.] ANALYSIS OF THE IMPACT OF THE INTERNET ON THE BRAND STRATEGIES
Translated title of the contribution[Autom. eng. transl.] Internet and the "relational advantage". From differentiation to consumer engagement of brand strategies
Original languageItalian
Title of host publicationRileggere l'impresa
EditorsRENATO FIOCCA
Pages326-355
Number of pages30
Publication statusPublished - 2007

Keywords

  • BRANDING
  • CONSUMER ENGAGEMENT
  • consumer engagement
  • differenziazione
  • marca
  • vantaggio relazionale

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