Ind, Nicholas
Co-creating brands : Brand management from a co-creative perspective / Brand management from a co-creative perspective Nicholas Ind & Holger J. Schmidt. - London : Bloomsbury Business, 2019. - xiii, 322 pages : illustrations ; 24 cm
A short history of brands and their management --
The era of co-creation --
Why individuals and organisations co-create --
Organising for co-creation --
The co-creative brand management system --
Generating and understanding brand-related insights --
Defining and adjusting brand strategy --
Co-creating brand equity --
Co-creation in different contexts --
The practice of co-creation.
9781472980014
Brand name products --Management.
Branding (Marketing)--Management.
Customer relations --Management.
658.827 / IND
Co-creating brands : Brand management from a co-creative perspective / Brand management from a co-creative perspective Nicholas Ind & Holger J. Schmidt. - London : Bloomsbury Business, 2019. - xiii, 322 pages : illustrations ; 24 cm
A short history of brands and their management --
The era of co-creation --
Why individuals and organisations co-create --
Organising for co-creation --
The co-creative brand management system --
Generating and understanding brand-related insights --
Defining and adjusting brand strategy --
Co-creating brand equity --
Co-creation in different contexts --
The practice of co-creation.
9781472980014
Brand name products --Management.
Branding (Marketing)--Management.
Customer relations --Management.
658.827 / IND