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Consumer-Brand Relationships: Theory and Practice Marc Fetscherin-Susan Fournier-Michael Breazeale 第1 版
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Consumer-Brand Relationships: Theory and Practice
Marc Fetscherin-Susan Fournier-Michael Breazeale
The creation and management of customer relationships is fundamental to the practice of marketing. Marketers have long maintained a keen interest in relationships: what they are, why they are formed, what effects they have on consumers and the marketplace, how they can be measured and when and how they evolve and decline.
While marketing research has a long tradition in the study of business relationships between manufacturers and suppliers and buyers and sellers, attention in the past decade has expanded to the relationships that form between consumers and their brands (such as products, stores, celebrities, companies or countries). The aim of this book is to advance knowledge about consumer-brand relationships by disseminating new research that pushes beyond theory, to applications and practical implications of brand relationships that businesses can apply to their own marketing strategies.
With contributions from an impressive array of scholars from around the world, this volume will provide students and researchers with a useful launch pad for further research in this blossoming area.
430 pages, 21 Line drawings, black and white; 28 Tables, black and white; 21 Illustrations, black an
| メディア | 書籍 Hardcover Book (ハードカバー付きの本) |
| リリース済み | 2012年3月22日 |
| ISBN13 | 9780415783033 |
| 出版社 | Taylor & Francis Ltd |
| ページ数 | 456 |
| 寸法 | 235 × 158 × 30 mm · 810 g |
| 言語 | 英語 |
| 編集者 | Breazeale, Michael (Indiana University Southeast, USA) |
| 編集者 | Fetscherin, Marc (Rollins College, USA) |
| 編集者 | Fournier, Susan (Boston University, USA) |
