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

by Nicholas Ind and Holger Schmidt

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 assumption is that the organization designs, produces and sells the brand, making a promise to customers and delivering on it. However, this view is limited. The power of the Internet to connect...

• Format: Paperback
• Language: English
• ISBN: 1472962265
• ISBN13: 9781472962263
• Release Date: February 2020
• Publisher: Bloomsbury Business
• Length: 336 Pages
• Weight: 1.10 lbs.
• Dimensions: 1.1" x 6.0" x 9.1"