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Join Forces: Co-creating brand value with consumers


Marketed By :  LAP LAMBERT Academic Publishing   Sold By :  Kamal Books International  
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  • Product Description

The profound roles of consumers have changed, and so have the conditions under which companies can successfully build brands. Consumers have gone from being isolated to connected, from unaware to informed and from passive to active. As a result consumers are to a larger extent seeking engagement in active dialogue with manufacturers of products and services – they have a desire co-create. Consequently, current predominant approaches to branding become less effective in the process of building brands in the minds of consumers, as they are rooted in an obsolete logic of marketing, in which consumers are regarded as passive recipients of company offerings. Motivated by the lack of an appropriate approach to brand management, this book sets out to build an approach to building brands that more appropriately responds to the increased needs for consumers to co-create. As a result, this book presents the Co-creation Approach to Brand Management; an approach combining predominant theory respectively within co-creation and branding, to better cater to the needs of consumers of today to establish closer and deeper relationships between these and brands.

Product Specifications
SKU :COC71150
AuthorMads Ulrik Greenfort and Morten Hertz Larsen
Number of Pages144
Publishing Year2011-05-24T00:00:00.000
Edition1 st
Book TypeSales & marketing
Country of ManufactureIndia
Product BrandLAP LAMBERT Academic Publishing
Product Packaging InfoBox
In The Box1 Piece
Product First Available On ClickOnCare.com2015-07-08 00:00:00