Games people play with brands : an application of transactional analysis to marketplace relationships
Mike Molesworth, Georgiana F. Grigore, Rebecca Jenkins
| Year of publication: |
March 2018
|
|---|---|
| Authors: | Molesworth, Mike ; Grigore, Georgiana F. ; Jenkins, Rebecca |
| Published in: |
Marketing theory. - London [u.a.] : Sage, ISSN 1470-5931, ZDB-ID 2201540-1. - Vol. 18.2018, 1, p. 121-146
|
| Subject: | Eric Berne | games | loyalty | marketplace relationships | transactional analysis | Beziehungsmarketing | Relationship marketing | Konsumentenverhalten | Consumer behaviour | Spieltheorie | Game theory | Markenführung | Brand management |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1177/1470593117706530 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10011825712