ブランド共創：研究ハンドブック
Research Handbook on Brand Co-Creation
Theory, Practice and Ethical Implications
Markovic, Stefan (EDT)
Gyrd-Jones, Richard (EDT)
von Wallpach, Sylvia (EDT)
- 出版社：Edward Elgar Publishing Ltd
- 出版年月：2022年 03月
- ISBN：9781839105418
- 装丁：HRD
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装丁について
- 言語：ENG
- 巻数・ページ数：448 p.
- 分類： マーケティング
- DDC分類：658.8
- 内容紹介：
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New in paperback. Hardcover was published in 2022. Bringing together different theoretical perspectives on brand co-creation and discussing their practical applicability and ethical implications, this Research Handbook explores emerging notions of brand construction which view brands as co-created through collaborative efforts between multiple stakeholders.