The idea that "relationships" exist between consumers and products has implicitly occupied a central place in brand marketing thought and practice. Now as relational (one-on-one) marketing is said to be replacing transactional (mass) marketing as the dominant paradigm of the field, explicit theoretical development of these ideas becomes critical. This case presents detailed qualitative data on three women and their relationships with brands.

【書誌情報】

ページ数：18ページ

サイズ：A4

商品番号：HBSP-597091

発行日：1997/6/5

登録日：2011/1/25