TY - CHAP A1 - Weretecki, Patrick A1 - Kristal, Samuel T1 - Brand Value Co-Creation bei der Deutschen Telekom- Das (neu) entdeckte Potential der regionalen Marketingkommunikation T2 - Marketing-Management : Konzepte - Instrumente - Unternehmensfallstudien / Philip Kotler, Kevin Lane Keller, Alexander Chernev, Marc Oliver Opresnik ; Übersetzung: Anke Harrer, Oberschleißheim - 16. aktualisierte Aufl. - München: Pearson, 2023 Y1 - 2024 SN - 978-3-86894-443-3 SP - 363 EP - 368 PB - Pearson ER - TY - JOUR A1 - Kristal, Samuel A1 - Weretecki, Patrick T1 - Social first? Not always! Brand co-creation through regional marketing at Deutsche Telekom JF - Transfer: Zeitschrift für Kommunikation & Markenmanagement N2 - Deutsche Telekom, one of the world's leading integrated telecommunications companies, has recently shifted its focus in event marketing to prioritize more personal co-creational communication on regional occasions, rather than largescale events. This paper outlines the three-part LAW-principle that Deutsche Telekom follows in its brand communication in Germany, providing examples for each of the three pillars. The co-creation resulting from brand communication is changing the role of marketing and brand practitioners. They are now required to negotiate with various stakeholders. Y1 - 2024 VL - 70 IS - 1 SP - 67 EP - 71 PB - New Business Verlag ER -