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Empowering brands with customer inte...

Sesselmann, Jorg.

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Empowering brands with customer integration = classification, benefits and success factors /

Record Type:	Electronic resources : Monograph/item
Title/Author:	Empowering brands with customer integration/ by Jorg Sesselmann.
Reminder of title:	classification, benefits and success factors /
Author:	Sesselmann, Jorg.
Published:	Wiesbaden :Springer Fachmedien Wiesbaden : : 2016.,
Description:	xv, 99 p. :ill., digital ;24 cm.
Contained By:	Springer eBooks
Subject:	Marketing - Decision making. -
Online resource:	http://dx.doi.org/10.1007/978-3-658-11639-2
ISBN:	9783658116392$q(electronic bk.)

Empowering brands with customer integration = classification, benefits and success factors /
Sesselmann, Jorg.

Empowering brands with customer integrationclassification, benefits and success factors /[electronic resource] :by Jorg Sesselmann. - Wiesbaden :Springer Fachmedien Wiesbaden :2016. - xv, 99 p. :ill., digital ;24 cm. - BestMasters. - BestMasters..

Jorg 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. Contents Basic Principles of Branding and Brand Management Classification of Customer Integration Analysis of Benefit and Success Factors Managerial Implications Target Groups Teachers and students of economics with the focus on marketing and brand management Executives and consultants in the field of marketing, brand management and strategy professionals The Author Jorg Sesselmann, M.A., graduated in International Marketing Management at the Berlin School of Economics of Law and is working as a Brand Strategist at a German branding agency.

ISBN: 9783658116392$q(electronic bk.)

Standard No.: 10.1007/978-3-658-11639-2doiSubjects--Topical Terms:

578727
Marketing
--Decision making.

LC Class. No.: HF5415.135 / .S477 2016

Dewey Class. No.: 658.802

Empowering brands with customer integration = classification, benefits and success factors /
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