Overview
The creation and management of customer relationships is fundamental to the practice of marketing and marketers have long maintained a keen interest in these relationships. The aim of this book is to advance knowledge about consumer-brand relationships by disseminating new research that may inform theory and company best practices. 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.
- | Author: Susan Fournier
- | Publisher: Routledge
- | Publication Date: Apr 02, 2012
- | Number of Pages: 456 pages
- | Binding: Hardback or Cased Book
- | ISBN-10: 0415783038
- | ISBN-13: 9780415783033
