Brand Driven Innovation: Strategies for Development and Design (Required Reading Range)

Type

Book

Authors

Erik Roscam Abbing

ISBN 10

294041128X

ISBN 13

9782940411283

Tags

Management, Advertising, Consumer Behavior, Marketing

Description

Branding can inspire innovation in products and services, creating value for organizations and consumers alike. This in turn can lead to a durable relationship between brands and customers. Brand-driven Innovation explores branding theory and its relation to innovation, in order to provide readers with a solid foundation of knowledge.The book employs a practical, four-step method that will help readers apply brand-driven innovation in their own academic or business context. - from Amzon

Number of Copies