Co-creating brands : Brand management from a co-creative perspective / Nicholas Ind & Holger J. Schmidt.
Material type: TextLanguage: English Publisher: London : Bloomsbury Business, 2019Description: xiii, 322 pages : illustrations ; 24 cmISBN: 9781472980014Other title: Brand management from a co-creative perspectiveSubject(s): Brand name products -- Management | Branding (Marketing) -- Management | Customer relations -- ManagementDDC classification: 658.827
Contents:
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.
Item type | Current location | Call number | Status | Date due | Barcode |
---|---|---|---|---|---|
Books | Institute of Public Enterprise, Library S Campus | 658.827 IND (Browse shelf) | Available | 44487 |
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.
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