The relatively surge of social media websites has changed the marketing landscape beyond recognition. Consumers are more connected, more active, more informed – more empowered than ever before in the history of our consumer society. Branding in this day and age...
CITATION STYLE
Muntinga, D. G. (2018). Managing Brands in the Age of DIY-Branding: The COBRA approach (pp. 505–524). https://doi.org/10.1007/978-3-658-04653-8_28
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