Consumer-Brand Relationships

Consumer-Brand Relationships

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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 they evolve and decline.

While marketing research has a long tradition in the study of business relationships between manufacturers and suppliers and buyers and sellers,… (more)

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Book Details  


Publisher: Routledge (March 29, 2012)

Format: EPUB

Page count: 456 pages

File size: 7.1 MB

Protection: DRM

Language: English


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