Brand Management in a Co-Creation Perspective: Communication as Constitutive of Brands - Routledge Studies in Marketing - Heidi Hansen - Books - Taylor & Francis Ltd - 9780367504892 - July 21, 2021
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Heidi Hansen
Brand Management in a Co-Creation Perspective: Communication as Constitutive of Brands - Routledge Studies in Marketing 1st edition

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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.

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

Media Books     Hardcover Book   (Book with hard spine and cover)
Released July 21, 2021
ISBN13 9780367504892
Publishers Taylor & Francis Ltd
Pages 194
Dimensions 243 × 160 × 18 mm   ·   458 g
Language English  

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