Brand platform as strategic investments: leveraging customer connections to manage profitability, growth, and risk
Cite as
Srivastava, R., & Wiesel, T. (2010). Brand platform as strategic investments: leveraging customer connections to manage profitability, growth, and risk. In Wuyts, S., Dekimpe, M. G., Gijsbrechts, E., & Pieters, R. (Eds.), The connected customer — the changing nature of consumer and business markets (pp. 203–216).Details
Publication type
Research article (book contribution)
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.
Start page
203
End page
216
Language
English