search query: @author Zeithaml, V.A. / total: 2
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| Author: | Rust, R.T. Zeithaml, V.A. Lemon, K.N. |
| Title: | Customer-centered brand management |
| Journal: | Harvard Business Review
2004 : SEP, VOL. 82:9, p. 110-118 |
| Index terms: | Marketing Brands Consumer behaviour Customers Markets USA |
| Language: | eng |
| Abstract: | Brands exist to serve customers, not the other way around. But you'd never know that from the way brands are managed. Customer equity is the point: Companies must focus on customer equity rather than brand equity. |
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