The creation and management of customer relationships is fundamental to the practice of marketing. Marketers have long maintained a keen interest in relationshi

From the editor team of the ground-breaking Consumer-Brand Relationships: Theory and Practice comes this new volume. Strong Brands, Strong Relationships is a co

Brand relationships are critical because they can enhance company profitability by lowering customer acquisition and retention costs. This is the first serious

From Patagonia to Apple, Whole Foods to New Balance, we love our favorite products--and, by extension, the companies that provide them. The emotional connection

"This book focuses on the conception and marketing of luxury as an experience and explores more integrative and comprehensive approaches to modeling and underst