Empowering Brands with Customer Integration

Download or read book Empowering Brands with Customer Integration written by Jörg Sesselmann and published by Springer. This book was released on 2015-10-30 with total page 108 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.