Details

Autor(en) / Beteiligte

• Ponomareva, Alexandra
• Ponomarev, Maxim
• Ponomarev, Alexandr

Titel

Creative Tools for Interaction of Brands with Consumers on the Digital Technologies Basis

Ist Teil von

• Digital Science, p.40-47

Ort / Verlag

Cham: Springer International Publishing

Link zum Volltext

Quelle

Alma/SFX Local Collection

Beschreibungen/Notizen

• Creative tools based on the use of digital technologies form a new type of “brand to consumer” communication, its special feature is the realization of the socio-psychological function of marketing. The brand’s solution of social and psychological problems of target audiences using digital technologies allows building meaningful, interactive, partner, personalized brand relationships with consumers.