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Brand Management in a Co-Creation Perspective

By: Heidi Hansen (Author)

Manufacture on Demand

Ksh 8,900.00

Format: Paperback or Softback

ISBN-13: 9780367504977

Publisher: Taylor & Francis Ltd

Publication Date: Jan 9th, 2023

Weight: 330 grams

Dimension: 23.40 x 15.40 x 1.70 cms

Category: ECONOMICS

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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.

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