The brand as a media event

BRAND CONTENT The book by Andreas Baetzgen and Jörg Tropp addresses the difficulty of brand communication. In times of information overload, this is perceived less. What should companies do?Brand content is a way of subtly subverting the media consumer's defense mechanisms: with topics and stories about the brand that can compete with other interesting content. The concept is not fundamentally new, but it is gaining in importance in the digital age, both qualitatively and quantitatively. This practical handbook provides a well-founded, easy-to-understand and practice-oriented overview of the topic. getAbstract recommends it to practitioners in marketing, as well as theorists seeking an overview of current developments.Book Rating by getAbstract:Overall rating: 8Implementability: 8Innovation level: 8Style: 7 Publisher: Schäffer-PoeschelPublication date: 2013Pages: 310ISBN: 978-3791033150 ---------------------------This book was published by getAbstract getAbstract presents summaries of outstanding business books via the Internet. Its mission is to provide managers and executives worldwide with high-caliber, up-to-date business information.