Drawing on a wide range of sources, they show that the key to a participatory approach is that customers and other external audiences must join managers and employees as active participants in defining and developing the brand. This requires the relationship between organization and customer to be one of trust, respect and authenticity.
Drawing on a wide range of sources, they show that the key to a participatory approach is that customers and other external audiences must join managers and employees as active participants in defining and developing the brand. This requires the relationship between organization and customer to be one of trust, respect and authenticity.
Imprint | John Wiley & Sons |
Country of origin | United States |
Release date | 2007 |
Availability | We don't currently have any sources for this product. If you add this item to your wish list we will let you know when it becomes available. |
Authors | Nicholas Ind, Rune Bjerke |
Format | Electronic book text |
Pages | 290 |
ISBN-13 | 978-6610839551 |
Barcode | 9786610839551 |
Categories | |
LSN | 6610839557 |