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Strong Brands, Strong Relationships
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Authors: Susan Fournier
Categories: Business & Economics
Type: BOOK - Published: 2015-06-12 - Publisher: Routledge

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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
Romancing the Brand
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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
Consumer-Brand Relationships
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Authors: Susan Fournier
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The creation and management of customer relationships is fundamental to the practice of marketing. Marketers have long maintained a keen interest in relationshi
Strong Brands, Strong Relationships
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Authors: Susan Fournier
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Type: BOOK - Published: 2015-06-12 - Publisher: Routledge

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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
Handbook of Brand Relationships
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Brand relationships are critical because they can enhance company profitability by lowering customer acquisition and retention costs. This is the first serious