Empowering Brands with Customer Integration Classification, Benefits and Success Factors /

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 fac...

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Main Author: Sesselmann, Jörg.
Corporate Author: SpringerLink (Online service)
Format: Electronic
Language: English
Published: Wiesbaden : Springer Fachmedien Wiesbaden : 2016.
Edition: 1st ed. 2016.
Series: BestMasters
Online Access: http://dx.doi.org/10.1007/978-3-658-11639-2
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