BestMasters: Classification, Benefits and Success Factors

Sesselmann, Jörg

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.

Details

Published by: Springer Gabler

Publication Date: 2015-11-17

Format: Paperback

ISBN-13: 9783658116385

DOI: 10.1007/978-3-658-11639-2

Dimensions: 210cm x148cm

Pages: 99