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Brand Management in a Co-Creation Perspective

- Communication as Constitutive of Brands

af Heidi Hansen
Brand Management in a Co-Creation Perspective af Heidi Hansen
Bag om Brand Management in a Co-Creation Perspective

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.

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  • Sprog:
  • Engelsk
  • ISBN:
  • 9780367504892
  • Indbinding:
  • Hardback
  • Sideantal:
  • 194
  • Udgivet:
  • 21. juli 2021
  • Størrelse:
  • 243x160x18 mm.
  • Vægt:
  • 458 g.
Leveringstid: Ukendt - mangler pt.

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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.

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