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	Böcker Pocketbok (Bok med mjukt omslag och limmad rygg)
Releasedatum	9 januari 2023
ISBN13	9780367504977
Utgivare	Taylor & Francis Ltd
Antal sidor	194
Mått	154 × 234 × 17 mm · 330 g

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