Brand platform as strategic investments: Leveraging customer connections to manage profitability, growth, and risk

R.K. Srivastava, T. Wiesel

Research output: Chapter in Book/Report/Conference proceedingChapterAcademicpeer-review

Original languageEnglish
Title of host publicationThe connected customer - the changing nature of consumer and business markets
EditorsS. Wuyts, M.G. Dekimpe, E. Gijsbrechts, R. Pieters
Place of PublicationLondon (UK)
PublisherRoutledge, Taylor and Francis group
Pages203 - 216
Publication statusPublished - 2010

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