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| Author: | Davis, S. |
| Title: | Marketers challenged to respond to changing nature of brand building |
| Journal: | Journal of Advertising Research
2005 : JUN, VOL. 45:2, p. 198-200 |
| Index terms: | marketing brands customers |
| Language: | eng |
| Abstract: | The way how societal shifts resulting in a better-informed consumer are changing the nature of the customer-brand relationship and the nature of branding building are examined in this paper. Marketing has to respond to following key challenges: the ability to maintain superioty, the need for achieving returns with fewr resources and finding ways to manage the expanding complexity of today's customer touchpoints. |
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