TITLE

Valuing a Brand's Advocates

AUTHOR(S)
Schultz, Don E.
PUB. DATE
December 2000
SOURCE
Marketing Management;Winter2000, Vol. 9 Issue 4, p8
SOURCE TYPE
Periodical
DOC. TYPE
Article
ABSTRACT
Deals with the value of brand marketing in a product. How electronic commerce affect the development and maintenance of brands; How traditional brand value is generated; Basic advocacy segment of loyal customers of a brand.
ACCESSION #
4459633

 

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