Buying loyalty versus building commitment - Developing the optimum retention strategy
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Marketing and research today : the journal of the European Society for Opinion and Marketing Research. - Amsterdam : ESOMAR, ISSN 0923-5957, ZDB-ID 10055587. - Vol. 26.1998, 1, p. 43-52
Richards, Trevor, (1996)
MEASURING BRAND EQUITY - Talking to the heart and the head - Brand equity matters: It's how we add shareholder value. To measure it, we need to combine both rational and emotional metrics. Reason is not enough.
Richards, Trevor, (2006)
Richards, Trevor, (1999)
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