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...

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Bibliographic Details
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

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Table of contents

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072 7 |a 005  |x Management. Řízení  |2 Konspekt  |9 4 
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245 0 0 |a Consumer-brand relationships :  |b theory and practice /  |c edited by Susan Fournier, Michael Breazeale, and Marc Fetscherin 
260 |a London ;  |a New York :  |b Routledge,  |c 2012 
300 |a xxvi, 424 s. :  |b il. ;  |c 24 cm 
520 |a "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"--Vydavatelská anotace 
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650 0 9 |a marketing research  |2 eczenas 
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700 1 |a Fetscherin, Marc  |7 utb2014809597  |4 edt 
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