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| Author: | Sant, R. Roy, S. |
| Title: | Delivering 'real' customer relationships |
| Journal: | Admap
2004 : VOL. 39:2, p. 23-25 |
| Index terms: | Brands Customer relationship management (crm) Emotions Experience |
| Language: | eng |
| Abstract: | The article argues that true CRM depends on the combination of functional and emotional brand experience. It also discusses how a marketer can broaden and deepen relationships with the customers. |
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