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Customer Loyalty and Brand Management
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Loyalty is one of the main assets of a brand. In today’s markets, achieving and maintaining loyal customers has become an increasingly complex challenge for b
Advertising and Branding: Concepts, Methodologies, Tools, and Applications
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Effective marketing techniques are a driving force behind the success or failure of a particular product or service. When utilized correctly, such methods incre
Relationship Marketing
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Relationship Marketing provides a comprehensive overview of the fundamentals and important recent developments in this fast-growing field. "This book makes a la
Managing Brand Equity
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The most important assets of any business are intangible: its company name, brands, symbols, and slogans, and their underlying associations, perceived quality,
Driving Loyalty
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Authors: Kirk Kazanjian
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A practical, story-driven book on the importance of building and inspiring loyalty among employees, customers, clients, and vendors, based on the lessons learne