From the editor team of the ground-breaking Consumer-Brand Relationships: Theory and Practice comes this new volume. Strong Brands, Strong Relationships is a co
From the editor team of the ground-breaking Consumer-Brand Relationships: Theory and Practice comes this new volume. Strong Brands, Strong Relationships is a co
The creation and management of customer relationships is fundamental to the practice of marketing. Marketers have long maintained a keen interest in relationshi
A young woman tells a focus group that Diet Coke is like her boyfriend. A twenty-something tattoos the logo of Turner Classic Movies onto his skin. These consum
Brand relationships are critical because they can enhance company profitability by lowering customer acquisition and retention costs. This is the first serious