Brand co-creation in multichannel media environments : a narrative approach
Year of publication: |
2020
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Authors: | Bange, Saara ; Moisander, Johanna ; Järventie-Thesleff, Rita |
Published in: |
Journal of media business studies. - Jönköping : Media Management and Transformation Centre, Jönköping International Business School (JIBS MMT Centre), ISSN 2376-2977, ZDB-ID 2410493-0. - Vol. 17.2020, 1, p. 69-86
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Subject: | brand co-creation | brand narratives | identity work | Media brand | multichannel media outlets | strategic media management | Markenführung | Brand management | Mediensektor | Media industries | Marketingmanagement | Marketing management | Kundenintegration | Customer integration | Narrative Methode | Narrative method | Vertriebsweg | Distribution channel | Online-Marketing | Internet marketing |
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