Co-Creating Brands: Brand Management from a Co-Creative Perspective by Holger J. Schmidt, Nicholas Ind

Co-Creating Brands: Brand Management from a Co-Creative Perspective

Holger J. Schmidt, Nicholas Ind

336 pages • missing pub info (editions)

nonfiction business economics informative medium-paced
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An essential guide to contemporary marketing that demonstrates, via case studies, the move towards marketing techniques that better reflect consumer needs. Traditional approaches to brand management adopt an organizational perspective--the assumpt...

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