From the editor team of the ground-breaking and successful Consumer-Brand Relationships: Theory and Practice comes this brand new collection of essays which further explores this growing new subject. Strong Brands Strong Relationships is a new collection of innovative research and practitioner...
To Be Published June 30th 2015 by Routledge
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...
Published March 6th 2013 by Routledge