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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| Other Authors: | , , |
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| Format: | Book |
| Language: | English |
| Published: |
New York, NY
Routledge Taylor & Francis Group
2012
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| Subjects: | |
| Online Access: | Click Here to View Status and Holdings. |
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Relationship marketing concepts, theories and cases 
Romancing the customer maximizing brand value through powerful relationship management