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Nicholas Ind

Co-creating Brands

Brand Management from A Co-creative Perspective

Ebook (PDF Format)

Brand management and development has traditionally been regarded as the responsibility of the organization - they design, produce and sell the brand, before delivering it to customers. Yet this approach can be needlessly restrictive, as the connective power of the internet and the desire of consumers to focus on experiences has reshaped branding. In this digital age, development occurs beyond the limits of the organisation so that, in many ways, brands are effectively co-created by consumers. Rather than lead, manage and control, contemporary managers have taken on the new tasks of listening, connecting and participating in brand development.… Mehr

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Produktdetails


Weitere Autoren: Schmidt, Holger J.
  • ISBN: 978-1-4729-6227-0
  • EAN: 9781472962270
  • Produktnummer: 32977946
  • Verlag: Bloomsbury UK
  • Sprache: Englisch
  • Erscheinungsjahr: 2019
  • Seitenangabe: 336 S.
  • Plattform: PDF
  • Masse: 7'289 KB

Über den Autor


Nicholas Ind is Associate Professor at the Oslo School of Management and a partner in Equilibrium Consulting. Previously he ran Icon Medialab's brand consultancy arm in Sweden. Before he joined Icon, Nicholas had his own branding consultancy in the UK, was a director of a design group and was an account director in an advertising agency. Nicholas is the author of 11 books.

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