Brand Management / Michael BEVERLAND / SAGE PUBLICATIONS LTD (2018)

Titre : Brand Management : Co-creating Meaningful Brands Type de document : Livre Auteurs : Michael BEVERLAND Editeur : SAGE PUBLICATIONS LTD Année de publication : 2018 Importance : 416 p. ISBN/ISSN/EAN : 978-1-4739-5198-3 Prix : 47 EUR Langues : Anglais (eng) Mots-clés : Management GESTION DE LA PRODUCTION ; MARQUE ; STRATEGIE Index. décimale : 121.92 MARQUE Résumé : Presenting the basics of brand management, the book provides both a theoretical and practical guide to brands, placing emphasis on the theory that the consumer is a co-creator in a brand's identity. In a world in which social media and inclusive digital platforms have increased customer engagement, the role of brands and branding has changed. The line between the producer and the consumer has become blurred; consumers are no longer the recipients of brand identity, but the co-creators, playing a significant role in shaping new products and systems Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=489284

Exemplaires(2)

Code-barres	Cote	Support	Localisation	Section	Disponibilité
052750	658.827 BEV	Livre	Library Campus de Reims	Salle de lecture	Disponible
J6343	121.92 BEV	Livre	Library Campus de Rouen	Salle de lecture	Disponible