haku: @author Rust, R.T. / yhteensä: 3
viite: 2 / 3
| Tekijä: | Rust, R.T. Zeithaml, V.A. Lemon, K.N. |
| Otsikko: | Customer-centered brand management |
| Lehti: | Harvard Business Review
2004 : SEP, VOL. 82:9, p. 110-118 |
| Asiasana: | Marketing Brands Consumer behaviour Customers Markets USA |
| Kieli: | eng |
| Tiivistelmä: | 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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