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Handbook of Brand Relationships (eBook, PDF) - Macinnis, Deborah J.; Park, C. Whan; Priester, Joseph W.
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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.

Produktbeschreibung
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.

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