Web Survey Bibliography
Alan Wilson's book review looks at "Brand Together" by Nicholas Ind, Clare Fuller and Charles Trevail, which is about innovation that is developed in partnership with the creativity of customers, within the boundaries that a strong and coherent brand has developed. Written in two parts, the first focuses more on the philosophy of co-creation, while the second part looks at the steps involved in implementing co-creation. The theory is supported by many case examples and Wilson recommends the book for the many marketing managers and researchers who see customer engagement as being no more than an online survey and the odd group discussion.
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