Co-creating Brands
Co-creating Brands
Rather than lead, manage and control, contemporary managers have taken on the new tasks of listening, connecting and participating in brand development. The focus of brand management has shifted to the intersection between the organisation and its stakeholders. This changing environment must lead to a new paradigm of brand management: the 'co-creation perspective'.
Co-Creating Brands is an accessible exploration of how co-created brands produce value and how the success of this approach can be measured and assured. The authors draw upon a wide array of international case studies and strategic models, which clearly demonstrate how to both effectively deliver this method and how to deal with the situational challenges and obstacles that can occur. If organisational leaders are willing to let go complete control of their brand and recognise the supportive culture of employees, customers and stake-holders, their brand can become an unstoppable marketing force.
PRP: 170.00 Lei
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153.00Lei
153.00Lei
170.00 LeiIndisponibil
Descrierea produsului
Rather than lead, manage and control, contemporary managers have taken on the new tasks of listening, connecting and participating in brand development. The focus of brand management has shifted to the intersection between the organisation and its stakeholders. This changing environment must lead to a new paradigm of brand management: the 'co-creation perspective'.
Co-Creating Brands is an accessible exploration of how co-created brands produce value and how the success of this approach can be measured and assured. The authors draw upon a wide array of international case studies and strategic models, which clearly demonstrate how to both effectively deliver this method and how to deal with the situational challenges and obstacles that can occur. If organisational leaders are willing to let go complete control of their brand and recognise the supportive culture of employees, customers and stake-holders, their brand can become an unstoppable marketing force.
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