Zusammenfassung
Marketingvordenker wie Mark Ritson argumentieren, dass Markenstrategie grundsätzlich technologieagnostisch sein sollte. Die Nutzung digitaler Plattformen zur Markenführung sei wie die Auswahl geeigneter Kommunikationskanäle: Eine vornehmlich taktische Aufgabe (Ritson 2015).
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Sander, M. (2017). Der Einfluss der Digitalisierung auf die Markenstrategie und das Markenerlebnis. In: Theobald, E. (eds) Brand Evolution. Springer Gabler, Wiesbaden. https://doi.org/10.1007/978-3-658-15816-3_10
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DOI: https://doi.org/10.1007/978-3-658-15816-3_10
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