000752313 000__ 05257cam\a2200517Ii\4500
000752313 001__ 752313
000752313 005__ 20230306141407.0
000752313 006__ m\\\\\o\\d\\\\\\\\
000752313 007__ cr\cn\nnnunnun
000752313 008__ 151103t20162016gw\\\\\\ob\\\\000\0\eng\d
000752313 019__ $$a928491718$$a931592719$$a932333398
000752313 020__ $$a9783658116392$$q(electronic book)
000752313 020__ $$a3658116390$$q(electronic book)
000752313 020__ $$z9783658116385
000752313 020__ $$z3658116382
000752313 035__ $$aSP(OCoLC)ocn927404619
000752313 035__ $$aSP(OCoLC)927404619$$z(OCoLC)928491718$$z(OCoLC)931592719$$z(OCoLC)932333398
000752313 040__ $$aN$T$$beng$$erda$$epn$$cN$T$$dIDEBK$$dN$T$$dEBLCP$$dYDXCP$$dOCLCF$$dAZU$$dDEBSZ$$dCOO
000752313 049__ $$aISEA
000752313 050_4 $$aHF5415.135
000752313 08204 $$a658.8/02$$223
000752313 1001_ $$aSesselmann, Jörg,$$eauthor.
000752313 24510 $$aEmpowering brands with customer integration$$h[electronic resource] :$$bclassification, benefits and success factors /$$cJörg Sesselmann.
000752313 264_1 $$aWiesbaden :$$bSpringer Gabler,$$c[2016].
000752313 264_4 $$c©2016
000752313 300__ $$a1 online resource.
000752313 336__ $$atext$$btxt$$2rdacontent
000752313 337__ $$acomputer$$bc$$2rdamedia
000752313 338__ $$aonline resource$$bcr$$2rdacarrier
000752313 4901_ $$aBestMasters
000752313 504__ $$aIncludes bibliographical references.
000752313 5050_ $$aPreface; Table of Contents; List of Figures; List of Abbreviations; 1. Introduction; 1.1 Background; 1.2 Purpose and Research Question; 1.3 Research Approach and Limitations; 2. Conceptual Foundation; 2.1 Brand Management ; 2.1.1 The Basic Principles of Brand and Brand Management; 2.1.2 Evaluating Brands by Customer Based Brand Equity; 2.2 Customer Integration ; 2.2.1 The Basic Principles of Customer Integration; 2.2.2 Delimitation of Customer Integration; 2.2.3 Competitive Advantages of Customer Integration; 2.2.4 Motives of Customers' Engagement in Customer Integration
000752313 5058_ $$a3. Classification of Customer Integration3.1 Classification Criteria of Customer Integration; 3.2 Summary: Customer Integration Classification Matrix; 4. Theoretical Framework of Benefits and Success Factors; 4.1 Current State of Research ; 4.1.1 Customer Integration in Design; 4.1.2 Customer Integration in Configuration; 4.1.3 Customer Integration in Production; 4.1.4 Customer Integration in Marketing; 4.1.5 Relationship Marketing; 4.2 Theoretical Framework of Benefits and Success Factors; 4.2.1 Benefits of Customer Integration for Brands
000752313 5058_ $$a4.2.2 Success Factors of Customer Integration for Brands4.2.3 Summary: Framework of Benefits and Success Factors; 5. Empirical Case Study Analysis of Benefits and Success Factors; 5.1 Multiple-Case Study Design; 5.2 McDonald's "Mein Burger"; 5.2.1 Evaluation of Benefits; 5.2.2 Evaluation of Macro Success Factors; 5.2.3 Evaluation of Micro Success Factors; 5.3 Lego "Cuusoo"; 5.3.1 Evaluation of Benefits; 5.3.2 Evaluation of Macro Success Factors; 5.3.3 Evaluation of Micro Success Factors; 5.4 Nike "NikeiD"; 5.4.1 Evaluation of Benefits; 5.4.2 Evaluation of Macro Success Factors
000752313 5058_ $$a5.4.3 Evaluation of Micro Success Factors5.5 Cross-Case Analysis, Evaluation and Revision of the Theoretical Framework; 5.5.1 Cross-Case Analysis of Benefits; 5.5.2 Cross-Case Analysis of Macro Success Factors; 5.5.3 Cross-Case Analysis of Micro Success Factors; 5.5.4 Summary: Evaluation of Case Studies; 5.5.5 Summary: Evaluated and Revised Theoretical Framework; 6. Conclusion; 6.1 Managerial Implications; 6.2 Summary, Limitations and Directions for Further Research; 7. Bibliography
000752313 506__ $$aAccess limited to authorized users.
000752313 520__ $$aJörg Sesselmann presents the first comprehensive guide to customer integration from a branding perspective. The author establishes a classification of the vast landscape of co-creation, co-design, co-production, interactive value creation and mass customization and evaluates benefits and success factors for brands. He provides insight into leading case studies from the fast food, apparel and toy industry as well as practical implementation checklists and guidelines. The book provides thought-provoking impulse for marketing, brand management and strategy professionals as well as for researchers, lecturers and students. Contents Basic Principles of Branding and Brand Management Classification of Customer Integration Analysis of Benefit and Success Factors Managerial Implications Target Groups Teachers and students of economics with the focus on marketing and brand management Executives and consultants in the field of marketing, brand management and strategy professionals The Author Jörg Sesselmann, M.A., graduated in International Marketing Management at the Berlin School of Economics of Law and is working as a Brand Strategist at a German branding agency.
000752313 650_0 $$aMarketing$$xDecision making.
000752313 650_0 $$aConsumer satisfaction.
000752313 650_0 $$aProduct management.
000752313 77608 $$iPrint version:$$aSesselmann, Jörg$$tEmpowering Brands with Customer Integration : Classification, Benefits and Success Factors$$dWiesbaden : Springer Fachmedien Wiesbaden,c2015$$z9783658116385
000752313 830_0 $$aBestMasters.
000752313 852__ $$bebk
000752313 85640 $$3SpringerLink$$uhttps://univsouthin.idm.oclc.org/login?url=http://link.springer.com/10.1007/978-3-658-11639-2$$zOnline Access$$91397441.1
000752313 909CO $$ooai:library.usi.edu:752313$$pGLOBAL_SET
000752313 980__ $$aEBOOK
000752313 980__ $$aBIB
000752313 982__ $$aEbook
000752313 983__ $$aOnline
000752313 994__ $$a92$$bISE