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Brand together : how co-creation generates innovation and re-energizes brands /

by Ind, Nicholas; Fuller, Clare; Trevail, Charles.
Material type: materialTypeLabelBookPublisher: London ; Philadelphia : Kogan Page, 2012Description: x, 172 p. : ill. ; 24 cm.ISBN: 9780749463250 (pbk.); 0749463252 (pbk.); 9780749463267 (ebook); 0749463260 (ebook).Subject(s): Product management | Branding (Marketing) | Customer relations
Contents:
Acknowledgements -- Introduction -- Thinking it -- Creating the future together -- A brand of innovation -- Co-creation and the organization -- Doing it -- Working together -- The set up -- Connected individuals -- The co-creation toolkit -- Branding together with other stakeholders -- The results -- Five key questions -- Bibliography -- Index.
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Book Book
Lee Yan Fong Library

Lee Yan Fong Library

Library Collection 		HD69 B7 I526 2012 (Browse shelf) Available 00001142
Total holds: 0
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HD69 B7 H345 2011 Brand failures HD69 B7 H346 2011 Brand success HD69 B7 H647 2004 How brands become icons : HD69 B7 I526 2012 Brand together : HD69.B7 K3 2011 The seven dimensions of branding : HD69 B7 K449 2012 Strategic brand management : HD69 B7 K58 2000 No space, no choice, no jobs, no logo :

Includes bibliographical references and index.

Acknowledgements -- Introduction -- Thinking it -- Creating the future together -- A brand of innovation -- Co-creation and the organization -- Doing it -- Working together -- The set up -- Connected individuals -- The co-creation toolkit -- Branding together with other stakeholders -- The results -- Five key questions -- Bibliography -- Index.

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