Brand Management in a Co-Creation Perspective: Communication as Constitutive of Brands - Routledge Studies in Marketing - Heidi Hansen - Books - Taylor & Francis Ltd - 9780367504977 - January 9, 2023
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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

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

Media Books     Paperback Book   (Book with soft cover and glued back)
Released January 9, 2023
ISBN13 9780367504977
Publishers Taylor & Francis Ltd
Pages 194
Dimensions 154 × 234 × 17 mm   ·   330 g
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