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Michael B. Beverland
ISBN: 9781473951983
Estimated Dispatch Date: 16 Aug 2021
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now R 1 350.00
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Description

Presenting the basics of brand management, the book provides both a theoretical and practical guide to brands, placing emphasis on the theory that the consumer is a co-creator in a brand's identity. In a world in which social media and inclusive digital platforms have increased customer engagement, the role of brands and branding has changed. The line between the producer and the consumer has become blurred; consumers are no longer the recipients of brand identity, but the co-creators, playing a significant role in shaping new products and systems.

Product Information

ISBN13 (SKU) 9781473951983
Title Brand Management : Co-creating Meaningful Brands
Author Michael B. Beverland
Publisher SAGE UK
Publication Date 2018
Country of Publication United Kingdom
Format Type Physical
Number of Pages 416
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