Peter J. Sackett, Head of Enterprise Integration, Cranfield University; Efstathios G. Kefallonitis, PhD Candidate, Enterprise Integration, Cranfield University
Everyone agrees that it's critical to involve consumers in the conception, formulation, and marketing stages of a company's product or service offering if a brand and its values are to function successfully. P.J. Sackett and E.G. Kefallonitis, both of Cra
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