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Empowering brands with customer integration[electronic resource] :classification, benefits and success factors /

紀錄類型:	書目-語言資料,印刷品 : Monograph/item
杜威分類號:	658.802
書名/作者:	Empowering brands with customer integration : classification, benefits and success factors // by Jorg Sesselmann.
作者:	Sesselmann, Jorg.
出版者:	Wiesbaden : : Springer Fachmedien Wiesbaden :, 2016.
面頁冊數:	xv, 99 p. : : ill., digital ;; 24 cm.
Contained By:	Springer eBooks
標題:	Marketing - Decision making.
標題:	Consumer satisfaction.
標題:	Product management.
標題:	Business and Management.
標題:	Marketing.
標題:	Innovation/Technology Management.
標題:	Business Strategy/Leadership.
ISBN:	9783658116392
ISBN:	9783658116385
摘要、提要註:	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.
電子資源:	http://dx.doi.org/10.1007/978-3-658-11639-2

Empowering brands with customer integration[electronic resource] :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

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

495625
Marketing
--Decision making.

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

Dewey Class. No.: 658.802

Empowering brands with customer integration[electronic resource] :classification, benefits and success factors /
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