Digital marketing strategies for value co-creation : Models and approaches for online brand communities

• Main Authors: Ozuem, Wilson, 1974- (Author), Willis, Michelle (Author)
• Format: Electronic eBook
• Language: English
• Published: Cham : Palgrave Macmillan, 2025.
• Edition: Second edition 2025.
• Subjects: Branding (Marketing); Internet marketing.; Brand name products.; elektronické knihy; electronic books
• ISBN: 9783031846137; 9783031846120
• Physical Description: 1 online zdroj (xxi, 311 stran) : ilustrace

Amidst growing conceptual developments in the areas of value co-creation and digital marketing, the importance of Online Brand Communities (OBCs) has emerged to reinforce strategies. This book provides an introduction to a range of broad and debatable conceptual perspectives and mechanisms on the su...