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Rather than lead, manage and control, contemporary managers have taken on the new tasks of listening, connecting and participating with consumers in brand development. The focus of brand management has shifted to the intersection between the organisation and its stakeholders. Co-Creating Brands is an accessible exploration of how co-created brands produce value and how the success of this approach can be measured and assured.
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Co-creating Brands, Nicholas Ind
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- Année de publication
- 2019
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