New PDF release: Handbook of Brand Relationships

By Deborah J. MacInnis,C. Whan Park,Joseph W. Priester

model relationships are severe simply because they could improve corporation profitability via reducing purchaser acquisition and retention bills. this can be the 1st severe educational e-book to provide a mental viewpoint at the that means of and foundation for model relationships, in addition to their results. "The instruction manual of brand name Relationships" comprises chapters through famous advertising and marketing and psychology students on subject matters concerning the which means, importance, and dimension of brand name relationships; the severe connections among shoppers and the emblem; how model relationships are shaped via either considerate and non-thoughtful tactics; and the way they're outfitted, repaired, and leveraged via model extensions. An integrative framework introduces the booklet and summarizes the chapters' key principles. The guide additionally identifies numerous novel metrics for measuring a number of elements of name relationships, and it contains techniques for extra research.

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Handbook of Brand Relationships by Deborah J. MacInnis,C. Whan Park,Joseph W. Priester

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