Consumer-brand relationships:theory and practice
Material type:
TextPublication details: New york Routledge 2012Description: xxvi, 424 p. : ill. ; 24 cmISBN: - 9780415783132
- 658.8343 FOU-C
| Item type | Current library | Home library | Call number | Materials specified | Status | Date due | Barcode | |
|---|---|---|---|---|---|---|---|---|
| Books and Monographs | Central Library, NIT Jalandhar General Stacks | Central Library, NIT Jalandhar | 658.8343 FOU-C (Browse shelf(Opens below)) | Available | 93390 |
"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 adva...