Join Forces: Co-creating brand value with consumers

Language: English

Published by LAP LAMBERT Academic Publishing Mai 2011, 2011

3844327282 / 9783844327281

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Seller: buchversandmimpf2000, Emtmannsberg, BAYE, Germanybuchversandmimpf2000

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Softcover

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This item is printed on demand - Print on Demand Titel. Neuware -The profound roles of consumers have changed, and so have the conditions under which companies can successfully build brands. Consumers have gone from being isolated to connected, from unaware to informed and from passive to active. As a result consumers are to a larger extent seeking engagement in active dialogue with manufacturers of products and services - they have a desire co-create. Consequently, current predominant approaches to branding become less effective in the process of building brands in the minds of consumers, as they are rooted in an obsolete logic of marketing, in which consumers are regarded as passive recipients of company offerings. Motivated by the lack of an appropriate approach to brand management, this book sets out to build an approach to building brands that more appropriately responds to the increased needs for consumers to co-create. As a result, this book presents the Co-creation Approach to Brand Management; an approach combining predominant theory respectively within co-creation and branding, to better cater to the needs of consumers of today to establish closer and deeper relationships between these and brands.VDM Verlag, Dudweiler Landstraße 99, 66123 Saarbrücken 144 pp. Englisch.…

Seller Inventory # 9783844327281

Title
Join Forces: Co-creating brand value with consumers
Author
Mads Ulrik Greenfort
Publisher
LAP LAMBERT Academic Publishing Mai 2011
Publication year
2011
Condition
Neu
Binding
Taschenbuch
Language
English
ISBN 10
3844327282
ISBN 13
9783844327281
Item weight
233 grams
Dimensions
220x150x10 mm

buchversandmimpf2000

Emtmannsberg, BAYE, Germany

5-star seller

AbeBooks seller since January 23, 2017

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Impressum Thorsten Retsch Buchversand Mimpf2000 Oberölschnitz 16 95517 Emtmannsberg Deutschland Telefon: 09209-2023188 Email: mimpf2000@online.de USt-ID-Nr.: DE 235096871 Wir führen gebrauchte Bücher aus allen Sparten der Literatur

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