Empowering Brands With Customer Integration: Classification, Benefits And Success Factors by Jörg SesselmannEmpowering Brands With Customer Integration: Classification, Benefits And Success Factors by Jörg Sesselmann

Empowering Brands With Customer Integration: Classification, Benefits And Success Factors

byJörg Sesselmann

Paperback | November 17, 2015

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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.

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.
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Title:Empowering Brands With Customer Integration: Classification, Benefits And Success FactorsFormat:PaperbackDimensions:99 pages, 21 × 14.8 × 0.17 inPublished:November 17, 2015Publisher:Springer-Verlag/Sci-Tech/TradeLanguage:English

The following ISBNs are associated with this title:

ISBN - 10:3658116382

ISBN - 13:9783658116385

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Table of Contents

Basic Principles of Branding and Brand Management.- Classification of Customer Integration.- Analysis of Benefits and Success Factors.- Managerial Implications.