CONSUMER-BRAND RELATIONSHIPS Theory and practice

CONSUMER-BRAND RELATIONSHIPS Theory and practice

The creation and management of customer relationships is fundamental to the practice of marketing. Marketers have long maintained a keen interest in relationships: what they are, why they are formed, what effects they have on consumers and the marketplace, how they can be measured and when and how t...

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Bibliographic Details
Other Authors: Fournier, Susan (edited), Breazeale, Michael (edited), Fetscherin, Marc (edited)
Format: Book
Language:English
Published: New York, NY Routledge Taylor & Francis Group 2012
Subjects:
Customer relations
Branding (Marketing) > Research
Relationship marketing > Research
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