Consumer Brand Relationships [electronic resource] : Meaning, Measuring, Managing

• Tác giả: M Fetscherin, T Heilmann, SpringerLink (Online service)
• ISBN-13: 978-1137427120
• Ký hiệu phân loại: 658.049 International enterprises
• Mô tả vật lý: XXIV, 297 p. , online resource.
• Bộ sưu tập: Tài liệu truy cập mở
• ID: 307131
• Chủ đề: 1. Economics; 2. International business enterprises; 3. Leadership; 4. Marketing; 5. Strategic planning; 6. International Business; 7. Business Strategy and Leadership

Tóm tắt

Consumer Brand Relationships further advances the understanding of consumers' relationships with brands. The book discusses what brand relationship means and how to measure and manage brand relationships by compiling eleven chapters written by leading experts to provide an important contribution to a better understanding of brand relationships.