Brand Management:Co-creating Meaningful Brands

品牌管理: 共同创造有意义的品牌

商业经济学

售   价:
440.00
发货周期:预计5-7周发货
作      者
出  版 社
出版时间
2021年02月05日
装      帧
平装
ISBN
9781529720129
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页      码
432
开      本
232*186mm
语      种
英文
版      次
2nd ed.
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图书简介
Presenting the basics of brand management, the book provides both a theoretical and practical guide to brands, placing emphasis on the theory that the consumer is a co-creator in a brand’s identity. In a world in which social media and inclusive digital platforms have increased customer engagement, the role of brands and branding has changed. The line between the producer and the consumer has become blurred; consumers are no longer the recipients of brand identity, but the co-creators, playing a significant role in shaping new products and systems. Case studies include the Canterbury Crusaders, KVD Beauty, Kodak, Yamaha, Ottobock and Holland’s rebrand as The Netherlands.
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