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Brand Management in a Co-Creation Perspective: Communication as Constitutive of Brands - Routledge Studies in Marketing 1. wydanie
Heidi Hansen
Brand Management in a Co-Creation Perspective: Communication as Constitutive of Brands - Routledge Studies in Marketing 1. wydanie
Heidi Hansen
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 | Książki Hardcover Book (Książka z twardym grzbietem i okładką) |
Wydane | 21 lipca 2021 |
ISBN13 | 9780367504892 |
Wydawcy | Taylor & Francis Ltd |
Strony | 194 |
Wymiary | 243 × 160 × 18 mm · 458 g |
Język | English |
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