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“holger j schmidt”

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  • Co-creating Brands

    Brand Management from A Co-creative Perspective

    by Nicholas Ind, Prof. Dr. Holger J. Schmidt ...
    An essential guide to contemporary marketing that demonstrates, via case studies, the move towards marketing techniques that better reflect consumer needs.Brand management and development has traditionally been regarded as the responsibility of the organization – they design, produce and sell the brand, before delivering it to customers. Yet this approach can be needlessly restrictive, as the ... Read more

    $25.99 USD