Brand platform as strategic investments: leveraging customer connections to manage profitability, growth, and risk
Srivastava R., Wiesel T.
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