Handbook of brand relationships
Auteur :
MacInnis, Deborah J. / Park, C. Whan / Priester, Joseph W.
Éditeur :
Taylor & Francis Ltd
ISBN :
9780765623577
Date de publication :
15 oct. 2009
Dimensions :
24,6 x 17,4 cm
Poids :
1020 g
Langue :
Anglais
Pays d'origine :
Grande Bretagne
Brand relationships are critical because they can enhance company profitability by lowering customer acquisition and retention costs. This book discusses the meaning, significance, and measurement of brand relationships; and, the critical connections between consumers and the brand.