Marketing with working consumers : the case of a carmaker and its brand community
Year of publication: |
September 2015
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Authors: | Cova, Bernard ; Pace, Stefano ; Skålén, Per |
Published in: |
Organization : the critical journal of organization, theory and society. - London [u.a.] : Sage Publ., ISSN 1350-5084, ZDB-ID 1199455-1. - Vol. 22.2015, 5, p. 682-701
|
Subject: | Brand community | collaborative marketing | marketing workers | prosumption | working consumer | Konsumentenverhalten | Consumer behaviour | Markenführung | Brand management | Social Web | Social web |
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