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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
| Medios de comunicación | Libros Paperback Book (Libro con tapa blanda y lomo encolado) |
| Publicado | 9 de enero de 2023 |
| ISBN13 | 9780367504977 |
| Editores | Taylor & Francis Ltd |
| Páginas | 194 |
| Dimensiones | 154 × 234 × 17 mm · 330 g |
| Lengua | Inglés |
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