Investing in the Brand-Customer Relationship

  • Andrew Wileman
  • Michael Jary

Abstract

After investment in quality store brand development, the next most important and effective brand investment a retailer can make is in building the brand-customer relationship. Mass marketing, as with producer brands, can and is used to communicate and position the brand with consumers; but retailers have a greater capacity than producers to use an even more powerful tool, namely the building of direct customer relationships.

Keywords

Income Marketing Product Line Hone Payback 

Preview

Unable to display preview. Download preview PDF.

Unable to display preview. Download preview PDF.

Copyright information

© Andrew Wileman and Michael Jary 1997

Authors and Affiliations

  • Andrew Wileman
  • Michael Jary

There are no affiliations available

Personalised recommendations