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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
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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
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From Patagonia to Apple, Whole Foods to New Balance, we love our favorite products--and, by extension, the companies that provide them. The emotional connection
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
Building Consumer-brand Relationship in Luxury Brand Management
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"This book focuses on the conception and marketing of luxury as an experience and explores more integrative and comprehensive approaches to modeling and underst