Brand platform as strategic investments: leveraging customer connections to manage profitability, growth, and risk

Srivastava R., Wiesel T.



Publication type
Chapter in Book

Peer reviewed
No

Publication status
Published

Year
2010

Book title
The connected customer – the changing nature of consumer and business markets

Editor
Wuyts S., Dekimpe M. G., Gijsbrechts E., Pieters R.

Pages range
203 - 216

Language
English