Jörg Sesselmann presents the first comprehensive guide to customer integration from a branding
perspective. The author establishes a classification of the vast landscape of co-creation
co-design co-production interactive value creation and mass customization and evaluates
benefits and success factors for brands. He provides insight into leading case studies from the
fast food apparel and toy industry as well as practical implementation checklists and
guidelines. The book provides thought-provoking impulse for marketing brand management and
strategy professionals as well as for researchers lecturers and students.
