Are Companies Afraid of Relationships with Consumers? A Case Study

  • Nancy Stephens
Conference paper
Part of the Developments in Marketing Science: Proceedings of the Academy of Marketing Science book series (DMSPAMS)


A case study was done of the development of a service designed to help large companies, develop relationships with teenagers. The focus of the case study is on determining why target companies did not find the service appealing enough to buy it.


Baby Boom Brand Loyalty Marketing Program Education Instruction Target Company 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.

Copyright information

© Academy of Marketing Science 2015

Authors and Affiliations

  • Nancy Stephens
    • 1
  1. 1.Arizona State UniversityNewarkUSA

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