Consumer-Brand Relationships PDF
By:Susan Fournier,Michael Breazeale,Marc Fetscherin
Published on 2012-03-29 by Routledge
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, attention in the past decade has expanded to the relationships that form between consumers and their brands (such as products, stores, celebrities, companies or countries). The aim of this book is to advance knowledge about consumer-brand relationships by disseminating new research that pushes beyond theory, to applications and practical implications of brand relationships that businesses can apply to their own marketing strategies. With contributions from an impressive array of scholars from around the world, this volume will provide students and researchers with a useful launch pad for further research in this blossoming area.
This Book was ranked at 27 by Google Books for keyword relationship avoidance.
Book ID of Consumer-Brand Relationships's Books is b-TGBQAAQBAJ, Book which was written bySusan Fournier,Michael Breazeale,Marc Fetscherinhave ETAG "Mvsgt2I8JcQ"
Book which was published by Routledge since 2012-03-29 have ISBNs, ISBN 13 Code is 9781136470974 and ISBN 10 Code is 1136470972
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Book which have "456 Pages" is Printed at BOOK under CategoryBusiness and Economics
Book was written in en
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