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Consumer-Brand Relationships

- Theory and Practice
Engelsk Paperback

Consumer-Brand Relationships

- Theory and Practice
Engelsk Paperback
Tjek vores konkurrenters priser

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.

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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, 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.

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Se mere i:
Produktdetaljer
Sprog: Engelsk
Sider: 430
ISBN-13: 9780415783132
Indbinding: Paperback
Udgave:
ISBN-10: 0415783135
Kategori: Salg og marketing
Udg. Dato: 6 mar 2013
Længde: 24mm
Bredde: 151mm
Højde: 228mm
Forlag: Taylor & Francis Ltd
Oplagsdato: 6 mar 2013
Forfatter(e):
Forfatter(e)

Kategori Salg og marketing

ISBN-13 9780415783132

Sprog Engelsk

Indbinding Paperback

Sider 430

Udgave

Længde 24mm

Bredde 151mm

Højde 228mm

Udg. Dato 6 mar 2013

Oplagsdato 6 mar 2013

Forlag Taylor & Francis Ltd

Kategori sammenhænge