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Systems Theory and Agile Brand Management

The Educative View of Branding
BuchGebunden
246 Seiten
Englisch
Taylor & Franciserschienen am21.06.2024
This book explores the implications of Niklas Luhmann´s theory of social systems for the theory and practice of agile brand management, in particular highlighting the central role of brand aesthetics and of brands as channels for mutual education between companies and consumers.mehr
Verfügbare Formate
BuchGebunden
EUR170,50
E-BookEPUB0 - No protectionE-Book
EUR53,99
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Produkt

KlappentextThis book explores the implications of Niklas Luhmann´s theory of social systems for the theory and practice of agile brand management, in particular highlighting the central role of brand aesthetics and of brands as channels for mutual education between companies and consumers.
Details
ISBN/GTIN978-1-032-79216-3
ProduktartBuch
EinbandartGebunden
Erscheinungsjahr2024
Erscheinungsdatum21.06.2024
Seiten246 Seiten
SpracheEnglisch
Gewicht453 g
Illustrationen8 SW-Abb., 8 SW-Zeichn., 44 Tabellen
Artikel-Nr.14250975

Inhalt/Kritik

Inhaltsverzeichnis
1. Introduction: Relevance, aim, course 2. Views of Branding, Change Management, and Agility 3. Luhmann acting as a Manager 4. Selected Approaches to applied Luhmannian Agility Management 5. Agile Branding as applied Luhmannian Change Management 6. Agile Branding as Managing Aesthetics 7. Agile Branding as Mutual Education of Values 8. Conclusion: Niklas Luhmann Acting as an Agile Brand Managermehr

Autor

Jan Lies is Professor of Marketing and Communication at FOM University of Applied Science, Gütersloh and Dortmund. He received his doctorate and habilitation from the University of Witten-Herdecke. He has worked for leading PR agencies. His research includes (digital) communications, change and evolution.