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Laying the foundations for success: co-creating sustainable marketing solutions: Journal of Strategic Marketing: Vol 31, No 1
[https://www.tandfonline.com/doi/abs/10.1080/0965254X.2021.1900341] - - public:weinreich
Extending from the existing seven-step co-design process, this paper outlines a first attempt explaining the formative research study that employed six SMBC to co-create a sustainable marketing program. Three studies were conducted, namely 1) Expert panel review (N = 24), 2) Segmentation study (N = 707), and 3) Co-design workshops (N = 77). As a result, a framework for Marketing Co-creation is proposed to assist practitioners to build programs for behaviour (ex)change. This research proposed a step-by-step process that can be applied by researchers/practitioners ensuring that marketing programs are built with consumers.
Navigating the Gray Between Buy-In and Co-Creation | Call to Action: Marketing and Communications in Higher Education
[https://www.insidehighered.com/blogs/call-action-marketing-and-communications-higher-education/navigating-gray-between-buy-and-co?utm_source=t.co&utm_medium=referral] - - public:weinreich
Producing Transmedia Stories – 10 Reasons why Audiences do it Better… | PERSONALIZE MEDIA
[http://www.personalizemedia.com/producing-transmedia-stories-10-reasons-why-audiences-do-it-better/?utm_source=feedburner&utm_medium=twitter&utm_campaign=Feed%3A+PersonalizeMedia+%28PERSONALIZE+MEDIA%29] - - public:weinreich