Consumer-brand relationships : theory and practice

• Main Author: Fournier, Susan (Author)
• Other Authors: Breazeale, Michael, 1964- (Editor), Fetscherin, Marc (Editor)
• Format: Book
• Language: English
• Published: London ; New York : Routledge, 2012
• Subjects: řízení vztahů se zákazníky; obchodní značky; řízení značky; marketingový výzkum; customer relationship management; brand name products; brand management; marketing research; kolektivní monografie; collective monographs
• ISBN: 9780415783033; 978-0-415-78313-2; 978-0-203-12879-4
• Physical Description: xxvi, 424 s. : il. ; 24 cm

"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...