Sesselmann, Jörg - 2016 - 1st ed. 2016
establishes a classification of the vast landscape of co-creation, co-design, co-production, interactive value creation and mass …-provoking impulse for marketing, brand management and strategy professionals as well as for researchers, lecturers and students …. Contents Basic Principles of Branding and Brand Management Classification of Customer Integration Analysis of Benefit and …