Brand Management in a Co-Creation Perspective: Communication as Constitutive of Brands (Bog, Paperback / softback, Engelsk)
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Brand Management in a Co-Creation Perspective: Communication as Constitutive of Brands

(Bog, Paperback / softback, Engelsk)
Forfatter: Heidi Hansen
Brand Management in a Co-Creation Perspective: Communication as Constitutive of Brands
Forlag: Taylor & Francis Ltd

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Beskrivelse

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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Alle detaljer

Forlag Taylor & Francis Ltd
Forfatter Heidi Hansen
Type Bog
Format Paperback / softback
Sprog Engelsk
Udgivelsesdato 09-01-2023
Første udgivelsesår 2023
Serie Routledge Studies in Marketing
Illustrationer 6 Tables, black and white; 11 Line drawings, black and white; 11 Illustrations, black and white
Originalsprog United Kingdom
Sideantal 194
Indbinding Paperback / softback
Forlag Taylor & Francis Ltd
Sideoplysninger 194 pages, 6 Tables, black and white; 11 Line drawings, black and white; 11 Illustrations, black and
Mål 234 x 154 x 17
ISBN-13 / EAN-13 9780367504977