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

By: Ind, NicholasContributor(s): Schmidt, HolgerMaterial type: TextTextLanguage: 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.
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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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