Summary
This article questions what important changes will influence communication in the years coming. First, companies have to distinguish themselves by strong brands. Second, when building brands market research and media research have to be considered. Third, the opportunities of new media have to be used. Fourth, an integrated communication must be implemented. Fifth, an adequate global branding has to be aimed at. Sixth, one must act according to the hybrid consumer’s behavior.
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Literatur
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© 1999 Springer-Verlag Berlin Heidelberg
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Otto, P. (1999). Brand Communication 2000. In: Berndt, R. (eds) Management Strategien 2000. Herausforderungen an das Management, vol 6. Springer, Berlin, Heidelberg. https://doi.org/10.1007/978-3-642-58425-1_12
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DOI: https://doi.org/10.1007/978-3-642-58425-1_12
Publisher Name: Springer, Berlin, Heidelberg
Print ISBN: 978-3-642-63587-8
Online ISBN: 978-3-642-58425-1
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