Empowering brands with customer integration: classification, benefits and success factors
Sesselmann, JorgUnknown
Springer (Wiesbaden, 2016) (eng) English9783658116385UnknownUnknownLEADERSHIP; Unknown
Jörg Sesselmann presents the first comprehensive guide to customer integration from a branding perspective. The author establishes a classification of the vast landscape of co-creation, co-design, co-production, interactive value creation and mass customization and evaluates benefits and success factors for brands. He provides insight into leading case studies from the fast food, apparel and toy industry as well as practical implementation checklists and guidelines. The book provides thought-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 Success Factors Managerial Implications Target Groups Teachers and students of economics with the focus on marketing and brand management Executives and consultants in the field of marketing, brand management and strategy professionals The Author Jörg Sesselmann, M.A., graduated in International Marketing Management at the Berlin School of Economics of Law and is working as a Brand Strategist at a German branding agency.
Physical dimension
xv, 99 p.21 cm.ill.
Summary / review / table of contents
Conceptual Foundation
Classification of Customer Integration
Theoretical Framework of Benefits and Success Factors
Empirical Case Study Analysis of Benefits and Success Factors