HUDU

Empowering Brands with Customer Integration

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Oktober 2015

Beschreibung

Beschreibung

Jörg Sesselmann presents the first comprehensive guide to customer integration from a branding perspective. The author establishes a classification of the vast landscape of co-creation, co-design, co-production, interactive value creation and mass customization and evaluates benefits and success factors for brands. He provides insight into leading case studies from the fast food, apparel and toy industry as well as practical implementation checklists and guidelines. The book provides thought-provoking impulse for marketing, brand management and strategy professionals as well as for researchers, lecturers and students.

Inhaltsverzeichnis

Basic Principles of Branding and Brand Management.- Classification of Customer Integration.- Analysis of Benefits and Success Factors.- Managerial Implications.

Portrait

Jörg Sesselmann, M.A., graduated in International Marketing Management at the Berlin School of Economics of Law and is working as a Brand Strategist at a German branding agency.

EAN: 9783658116392
Untertitel: Classification, Benefits and Success Factors. 1st ed. 2016. 9 schwarz-weiße Abbildungen, Bibliographie. eBook. Sprache: Englisch. Dateigröße in KByte: 926.
Verlag: Springer Fachmedien Wiesbaden
Erscheinungsdatum: Oktober 2015
Seitenanzahl: xv99
Format: pdf eBook
Kopierschutz: Adobe DRM
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