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.
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.
Sellers offer a range of delivery options, so you can choose the one that’s most convenient for you. Many sellers offer free delivery. You can always find the postage cost and estimated delivery date in a seller’s listing. You'll then be able to see a full list of delivery options during checkout. These can include: Express delivery, Standard delivery, Economy delivery, Click & Collect, Free local collection from seller.
Your options for returning an item vary depending on what you want to return, why you want to return it, and the seller's return policy. If the item is damaged or doesn't match the listing description, you can return it even if the seller's returns policy says they don't accept returns. If you've changed your mind and no longer want an item, you can still request a return, but the seller doesn't have to accept it. If the buyer changes their mind about a purchase and wants to return an item, they may need to pay return postage costs, depending on the seller's return policy. Sellers can provide a return postage address and additional return postage information for the buyer. Sellers pay for return postage if there's a problem with the item. For example, if the item doesn't match the listing description, is damaged or defective or is counterfeit. By law, customers in the European Union also have the right to cancel the purchase of an item within 14 days beginning from the day you receive, or a third party indicated by you (other than the carrier) receives, the last good ordered by you (if delivered separately). This applies to all products except for digital items (e.g. Digital Music) that are provided immediately to you with your acknowledgement, and other items such as video, DVD, audio, video games, Sex and Sensuality products and software products where the item has been unsealed.
Sellers have to offer a refund for certain items only if they are faulty, such as: Personalised items and custom-made items, Perishable items, Newspapers and magazines, Unwrapped CDs DVDs and computer software. If you used your PayPal balance or bank account to fund the original payment, the refunded money will go back to your PayPal account balance. If you used a credit or debit card to fund the original payment, the refunded money will go back to your card. The seller will effect the refund within three working days but it may take up to 30 days for Paypal to process the transfer. For payments funded partially by a card and partially by your balance/bank, the money taken from your card will go back to your card and the remainder will return to your PayPal balance.