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Brand Management: Co-Creating Meaningful Brands
This popular textbook introduces students to contemporary brand management and innovation with a focus on how companies and consumers are interacting and co-creating brands today.
The latest edition continues to provide equal focus on theory and practice with all new...
Brand Management: Co-Creating Meaningful Brands
Presenting the basics of brand management, the book provides both a theoretical and practical guide to brands, placing emphasis on the theory that the consumer is a co-creator in a brand′s identity.
In a world in which social media and inclusive digital platforms...
Brand Management: Co-Creating Meaningful Brands
This popular textbook introduces students to contemporary brand management and innovation with a focus on how companies and consumers are interacting and co-creating brands today.
The latest edition continues to provide equal focus on theory and practice with all new...
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