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Empowering Brands with Customer Integration

Classification, Benefits and Success Factors

Language EnglishEnglish
Book Paperback
Book Empowering Brands with Customer Integration Jörg Sesselmann
Libristo code: 09545872
Publishers Springer-Verlag Berlin and Heidelberg GmbH & Co. KG, November 2015
Jörg Sesselmann presents the first comprehensive guide to customer integration from a branding persp... Full description
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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.§

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About the book

Full name Empowering Brands with Customer Integration
Author Jörg Sesselmann
Language English
Binding Book - Paperback
Date of issue 2015
Number of pages 99
EAN 9783658116385
ISBN 3658116382
Libristo code 09545872
Publishers Springer-Verlag Berlin and Heidelberg GmbH & Co. KG
Weight 1607
Dimensions 148 x 210 x 7

Categories

Economics, Finance, Business & Management > Business & Management > Management & management techniques > Management of specific areas > Research & development management
Economics, Finance, Business & Management > Business & Management > Sales & marketing > Market research
Economics, Finance, Business & Management > Business & Management > Business strategy
Mathematics & Science > Science: general issues > Industrial applications of scientific research & technological innovation
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