Overview
publication in the field of economic sciences
Includes supplementary material: sn.pub/extras
Part of the book series: BestMasters (BEST)
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Table of contents (6 chapters)
Keywords
About this book
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.
Authors and Affiliations
About the author
Jörg 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.
Bibliographic Information
Book Title: Empowering Brands with Customer Integration
Book Subtitle: Classification, Benefits and Success Factors
Authors: Jörg Sesselmann
Series Title: BestMasters
DOI: https://doi.org/10.1007/978-3-658-11639-2
Publisher: Springer Gabler Wiesbaden
eBook Packages: Business and Management, Business and Management (R0)
Copyright Information: Springer Fachmedien Wiesbaden 2016
Softcover ISBN: 978-3-658-11638-5Published: 17 November 2015
eBook ISBN: 978-3-658-11639-2Published: 30 October 2015
Series ISSN: 2625-3577
Series E-ISSN: 2625-3615
Edition Number: 1
Number of Pages: XV, 99
Number of Illustrations: 9 b/w illustrations
Topics: Marketing, Innovation/Technology Management, Business Strategy/Leadership