Co-creating brands : Brand management from a co-creative perspective / Nicholas Ind & Holger J. Schmidt.

By:

Ind, Nicholas

Contributor(s):

Schmidt, Holger

Material type: Text

TextLanguage: English Publication details: London : Bloomsbury Business, 2019.Description: xiii, 322 pages : illustrations ; 24 cmISBN:

9781472980014

Other title:

Brand management from a co-creative perspective

Subject(s):

DDC classification:

658.827 IND

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.

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Holdings
Item type	Current library	Call number	Status	Barcode
Books	Institute of Public Enterprise, Library S Campus	658.827 IND (Browse shelf(Opens below))	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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Co-creating brands : Brand management from a co-creative perspective / Nicholas Ind & Holger J. Schmidt.

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