Digital Marketing Strategies for Value Co-creation: Models and Approaches for Online Brand Communities

Digital Marketing Strategies for Value Co-creation: Models and Approaches for Online Brand Communities Online brand communities (OBCs) are hugely important in the development of marketing strategy, but it is unclear how marketers can effectively utilise these platforms to enhance and develop consumer engagement. Autor: Wilson Ozuem, Michelle Willis Wydawnictwo: Springer Rok wydania: 2023 Okładka: miękka Liczba stron: 248 Wymiary: 21 x 14.8 cm Ilustracje: 10 Illustrations, black and white; XVII, 248 p. 10 illus. Język: angielski ISBN: 9783030944469