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This book articulates a new theoretical approach to branding, labelled the Communication as Constitutive of Brands (CCB) approach. This approach combines understandings from the CCO (Communication as Constitutive of Organization) perspective with the branding literature.
Ideal for readers interested in business leadership & management.
Title: Brand Management in a Co-Creation Perspective
Format: Paperback Book
Release Date: 09 Jan 2023
Author: Heidi Hansen
Sku: 3364723
Catalogue No: 9780367504977
Category: Business Leadership & Management
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