Unifying customer, product and brand performance management
Rodrigo Heldt, Cleo Schmitt Silveira and Fernando Bins Luce
| Alternative title: | Unificando a gestão da performance de cliente, produto e marca |
|---|---|
| Year of publication: |
2022
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| Authors: | Heldt, Rodrigo ; Silveira, Cleo Schmitt ; Luce, Fernando Bins |
| Published in: |
Academia : revista Latinoamericana de administración. - Bradford : Emerald, ISSN 2056-5127, ZDB-ID 2401123-X. - Vol. 35.2022, 3, p. 398-412
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| Subject: | Brand equity | Customer centricity | Customer equity | Customer lifetime value | Product management | Kundenwert | Customer value | Beziehungsmarketing | Relationship marketing | Markenführung | Brand management | Markenimage | Brand image | Produktmanagement | Konsumentenverhalten | Consumer behaviour | Marketingmanagement | Marketing management |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1108/ARLA-01-2022-0014 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10013369879