ENGLISH

Empowering Brands with Customer Integration: Classification, Benefits and Success Factors

By Jörg Sesselmann (auth.)

Book information

Publisher
Gabler Verlag
Year
2016
ISBN
978-3-658-11638-5, 978-3-658-11639-2
DOI
10.1007/978-3-658-11639-2
Language
english
Format
PDF
Filesize
894 kB (915670 bytes)
Series
BestMasters
Edition
1
Pages
XV, 99\108
Time added
2016-03-14 21:35:01
Marketing; Innovation/Technology Management; Busin

Description

Jörg Sesselmann presents the first comprehensive guide to customer integration from a branding perspective. The author establishes a classification of the vast landscape of co-creation, co-design, co-production, interactive value creation and mass customization and evaluates benefits and success factors for brands. He provides insight into leading case studies from the fast food, apparel and toy industry as well as practical implementation checklists and guidelines. The book provides thought-provoking impulse for marketing, brand management and strategy professionals as well as for researchers, lecturers and students.

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