Research Handbook On Brand Co Creation
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Research Handbook On Brand Co Creation
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Author : Markovic, Stefan
language : en
Publisher: Edward Elgar Publishing
Release Date : 2022-03-10
Research Handbook On Brand Co Creation written by Markovic, Stefan and has been published by Edward Elgar Publishing this book supported file pdf, txt, epub, kindle and other format this book has been release on 2022-03-10 with Business & Economics categories.
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.
Research Handbook On Strategic Communication
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Author : Jesper Falkheimer
language : en
Publisher: Edward Elgar Publishing
Release Date : 2022-12-13
Research Handbook On Strategic Communication written by Jesper Falkheimer and has been published by Edward Elgar Publishing this book supported file pdf, txt, epub, kindle and other format this book has been release on 2022-12-13 with Business & Economics categories.
Strategic communication as a research field and a professional practice is becoming increasingly relevant for organizations. Bringing together contributions from almost 60 leading international scholars, this dynamic Research Handbook on Strategic Communication is a timely contribution to a vivid and developing academic field.
The Routledge Companion To Corporate Branding
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Author : Oriol Iglesias
language : en
Publisher: Taylor & Francis
Release Date : 2022-04-28
The Routledge Companion To Corporate Branding written by Oriol Iglesias and has been published by Taylor & Francis this book supported file pdf, txt, epub, kindle and other format this book has been release on 2022-04-28 with Business & Economics categories.
This companion is a prestige reference work that offers students and researchers a comprehensive overview of the emerging co-created, multi-stakeholder, and sustainable approach to corporate brand management, representing a paradigm shift in the literature. The volume contains 30 chapters, organised into 6 thematic sections. The first section is an introductory one, which underscores the evolution of brand management thinking over time, presenting the corporate brand management field, introducing the current debates in the literature, and discussing the key dimensions of the emerging corporate brand management paradigm. The next five sections focus in turn on one of the key dimensions that characterize the emerging approach to corporate brand management: co-creation, sustainability, polysemic corporate narratives, transformation (history and future) and corporate culture. Every chapter provides a deep reflection on current knowledge, highlighting the most relevant debates and tensions, and offers a roadmap for future research avenues. The final chapter of each section is a commentary on the section, written by a senior leading scholar in the corporate brand management field. This wide-ranging reference work is primarily for students, scholars, and researchers in management, marketing, and brand management, offering a single repository on the current state of knowledge, current debates, and relevant literature. Written by an international selection of leading authors from the USA, Europe, Asia, Africa, and Australia, it provides a balanced, authoritative overview of the field and convenient access to an emerging perspective on corporate brand management.
Research Handbook Of Innovation And Creativity For Marketing Management
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Author : Eric Shiu
language : en
Publisher: Edward Elgar Publishing
Release Date : 2017-04-28
Research Handbook Of Innovation And Creativity For Marketing Management written by Eric Shiu and has been published by Edward Elgar Publishing this book supported file pdf, txt, epub, kindle and other format this book has been release on 2017-04-28 with Business & Economics categories.
This groundbreaking Handbook is a collection of the most recent research in innovation and creativity as it applies to marketing management. It uniquely combines the work of innovation and creativity scholars in the same book.
Handbook On Post Schumpeterian Innovations
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Author : Jin Chen
language : en
Publisher: Edward Elgar Publishing
Release Date : 2025-06-09
Handbook On Post Schumpeterian Innovations written by Jin Chen and has been published by Edward Elgar Publishing this book supported file pdf, txt, epub, kindle and other format this book has been release on 2025-06-09 with Business & Economics categories.
Providing practical and methodological guidance alongside valuable recommendations, the Handbook on Post-Schumpeterian Innovations presents a new framework for designing, developing and evaluating user innovation. With a comprehensive worldwide view, Chapters emphasise the role of users for innovation activities in the world, and showcase practical case studies and insights from renowned expert contributors.
Handbook Of Research On Customer Engagement
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Author : Linda D. Hollebeek
language : en
Publisher: Edward Elgar Publishing
Release Date : 2019
Handbook Of Research On Customer Engagement written by Linda D. Hollebeek and has been published by Edward Elgar Publishing this book supported file pdf, txt, epub, kindle and other format this book has been release on 2019 with Business & Economics categories.
Customer engagement is now a critical research priority in contemporary marketing. In this Handbook, a cadre of international scholars offer an overview of current research on this rapidly growing field of study.
Dynamic Relationality Theory Of Creative Transformation
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Author : Kerimcan Ozcan
language : en
Publisher: Elsevier
Release Date : 2024-11-13
Dynamic Relationality Theory Of Creative Transformation written by Kerimcan Ozcan and has been published by Elsevier this book supported file pdf, txt, epub, kindle and other format this book has been release on 2024-11-13 with Science categories.
Dynamic Relationality Theory of Creative Transformation: Grounding Machinic Ecosystems in Life Experiences introduces a visionary approach to understanding the evolving relationship between technology and human experiences. It delves into the transformative potential of Machinic Generalized Intelligence (MGI), where AI and human intelligence converge harmoniously, creating a new paradigm of interactive, machinic life experiences. This book challenges the traditional tech-centric view, advocating for a life and experience-first perspective. It presents the Dynamic Relationality Theory (DRT), a novel conceptual framework that redefines our interaction with technology, emphasizing cocreative, emergent experiences over mere digital platformization.Through an interdisciplinary approach combining philosophical insights and social theories with practical applications, this book navigates the complexities of digitalized life ecosystems, employing concepts and tools from assemblage theory, category theory, sheaf theory, differential topology, and gauge theory. For readers grappling with the complexities of AI and its societal implications, this book offers clarity and direction. It provides a robust theoretical framework to understand the changing landscape of human–technology interaction. Furthermore, it integrates philosophical insights and ethical considerations into the discussion of AI and technology, providing a well-rounded perspective that aids in ethical decision-making and responsible innovation. It also delves into practical applications and future implications of AI, aiding readers in applying these concepts in real-world scenarios.By moving beyond a purely technological focus, this book equips readers with the insights needed to navigate the ethical, philosophical, and practical challenges posed by the integration of AI into daily life. A crucial resource for academics, professionals, and policymakers, this book serves as a guide to making informed decisions and fostering responsible innovation in the age of AI. - Provides a novel and holistic approach—comprehensive framework of Dynamic Relationality Theory (DRT)—to understanding the interplay between AI and human experiences, helping readers grasp the complexities of this coevolution - Uses an interdisciplinary approach which integrates philosophical, sociological, and technological perspectives, offering a multifaceted view that is crucial for a deep understanding of the subject - Focuses on ethical and societal implications, guiding readers through the moral complexities of technology integration
Building Strong Brands And Engaging Customers With Sound
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Author : Jaskari, Minna-Maarit
language : en
Publisher: IGI Global
Release Date : 2024-03-25
Building Strong Brands And Engaging Customers With Sound written by Jaskari, Minna-Maarit and has been published by IGI Global this book supported file pdf, txt, epub, kindle and other format this book has been release on 2024-03-25 with Business & Economics categories.
In brand communication, from the nostalgic hum of radio jingles to the digital symphony of streaming platforms, the role of sound in shaping brand identity has emerged as a captivating field of study. How does the strategic integration of sounds and music contribute to constructing robust brand identities and deepening customer engagement across diverse industries and cultural contexts? Building Strong Brands and Engaging Customers With Sound traverses the diverse realms of sonic branding, examining its multifaceted applications and impact on consumer engagement. The book opens a sonic gateway into the historical evolution of sounds in branding, uncovering the roots of sonic branding and its evolution alongside technological advancements. From linguistics and verbal sound symbolism to the semiotics of sounds, the foundational chapters provide a comprehensive understanding of the multidimensionality of sound, offering a synthesis of different disciplinary approaches to sonic branding. The book explores the sonic brand identity. Chapters illuminate the nuanced process of aligning sounds with brand personality, examining the intricate dance between music and brand experience. From crafting sonic logos to curating brand soundtracks, the book offers insights into the strategic deployment of sound across various touchpoints in the customer journey, including products and packaging. This book also explores consumer perception and response by unraveling the psychological impact of music on consumers. Extensive exploration of cognitive, affective, and behavioral responses to sonic branding, coupled with insights into consumer attitudes and preferences, provides a rich tapestry of understanding. The book also examines the role of sound in enhancing consumer well-being.
Handbook Of Research On Small And Medium Enterprises In Developing Countries
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Author : Ahmad, Noor Hazlina
language : en
Publisher: IGI Global
Release Date : 2017-02-10
Handbook Of Research On Small And Medium Enterprises In Developing Countries written by Ahmad, Noor Hazlina and has been published by IGI Global this book supported file pdf, txt, epub, kindle and other format this book has been release on 2017-02-10 with Business & Economics categories.
Smaller companies are abundant in the business realm and outnumber large companies by a wide margin. Understanding the inner workings of small businesses offers benefits to the consumers and the economy. The Handbook of Research on Small and Medium Enterprises in Developing Countries is an essential handbook for the latest research on the intentions, performance, and application models of independent firms. Featuring exhaustive coverage on a broad range of topics such as green IT, entrepreneurial ventures, and social capital, this publication is ideally designed for researchers, academicians, and practitioners seeking current research on the different opportunities and challenges in relation to this specific sector of business around the globe.
Co Creating Brands
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Author : Nicholas Ind
language : en
Publisher: Bloomsbury Publishing
Release Date : 2019-12-12
Co Creating Brands written by Nicholas Ind and has been published by Bloomsbury Publishing this book supported file pdf, txt, epub, kindle and other format this book has been release on 2019-12-12 with Business & Economics categories.
An essential guide to contemporary marketing that demonstrates, via case studies, the move towards marketing techniques that better reflect consumer needs. Brand management and development has traditionally been regarded as the responsibility of the organization – they design, produce and sell the brand, before delivering it to customers. Yet this approach can be needlessly restrictive, as the connective power of the internet and the desire of consumers to focus on experiences has reshaped branding. In this digital age, development occurs beyond the limits of the organization so that, in many ways, brands are effectively co-created by consumers. Rather than lead, manage and control, contemporary managers have taken on the new tasks of listening, connecting and participating in brand development. The focus of this process has shifted to the intersection between the organization and its stakeholders, leading to a new paradigm of brand management: the 'co-creation perspective'. Co-Creating Brands is an accessible exploration of how co-created brands produce value and how the success of this approach can be measured and assured. The authors draw upon a wide array of international case studies and strategic models, which clearly demonstrate how to both effectively deliver this method and how to deal with the situational challenges and obstacles that can occur. If organizational leaders are willing to relinquish complete control of their brand and recognize the supportive culture of employees, customers and stake-holders, their brand can become an unstoppable marketing force.