Brand Management in a Co-Creation Perspective: Communication as Constitutive of Brands - Routledge Studies in Marketing

Heidi Hansen

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Brand Management in a Co-Creation Perspective: Communication as Constitutive of Brands - Routledge Studies in Marketing

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.

194 pages, 6 Tables, black and white; 11 Line drawings, black and white; 11 Illustrations, black and

Media	Bøker Pocketbok (Bok med mykt omslag og limt rygg)
Utgitt	9. januar 2023
ISBN13	9780367504977
Utgivere	Taylor & Francis Ltd
Antall sider	194
Mål	154 × 234 × 17 mm · 330 g

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