Building customer-brand relationships
Auteur :
Schultz, Don E. / Barnes, Beth E. / Schultz, Heidi F. / Azzaro, Marian
Éditeur :
Taylor & Francis Ltd
ISBN :
9781138133761
Date de publication :
28 oct. 2015
Dimensions :
25,0 x 17,5 cm
Poids :
1050 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.