Building customer-brand relationships
Auteur :
Schultz, Don E. / Barnes, Beth E. / Schultz, Heidi F. / Azzaro, Marian
Éditeur :
Taylor & Francis Ltd
ISBN :
9780765617996
Date de publication :
15 avr. 2009
Dimensions :
25,4 x 17,8 cm
Poids :
635 g
Langue :
Anglais
Pays d'origine :
Grande Bretagne
Presents an approach to marketing communications in the 'push-pull' marketplace that combines traditional outbound communications with the inbound or 'pull' media of Internet, mobile communications, and social networks. This book takes a different view - that the marketer and the customer build the ongoing brand value together.