Title

Brand platforms as strategic investments: Leveraging customer connections to manage profitability, growth, and risk

Publication Type

Book Chapter

Publication Date

1-2011

Discipline

Marketing | Strategic Management Policy

Research Areas

Marketing

Publication

The connected customer: The changing nature of consumer and business markets

Editor

S. H. K. Wuyts, M. G. Dekimpe, E. Gijsbrechts, F. G. M. Pieters

First Page

203

Last Page

214

ISBN

9781848728370

Identifier

10.4324/9780203863565

Publisher

Routledge

City or Country

New York

Additional URL

http://doi.org/10.4324/9780203863565

This document is currently not available here.

Share

COinS