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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
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.
194 pages, 6 Tables, black and white; 11 Line drawings, black and white; 11 Illustrations, black and
| Mídia | Livros Paperback Book (Livro de capa flexível e brochura) |
| Lançado | 9 de janeiro de 2023 |
| ISBN13 | 9780367504977 |
| Editoras | Taylor & Francis Ltd |
| Páginas | 194 |
| Dimensões | 154 × 234 × 17 mm · 330 g |
| Idioma | Inglês |
