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Brand Management in a Co-Creation Perspective
- Binding:
- Paperback
- Pages:
- 194
- Published:
- January 9, 2023
- Dimensions:
- 154x234x17 mm.
- Weight:
- 330 g.
Delivery:
1-2 weeks
Expected delivery: May 23, 2024
Description of Brand Management in a Co-Creation Perspective
This book articulates a new theoretical approach to branding, labelled the Communication as Constitutive of Brands (CCB) approach. This approach combines understandings from the CCO (Communication as Constitutive of Organization) perspective with the branding literature.
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