Publication

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

Srivastava, R. K. & Wiesel, T., 2010, The connected customer - the changing nature of consumer and business markets. Wuyts, S., Dekimpe, M. G., Gijsbrechts, E. & Pieters, R. (eds.). London (UK): Routledge, Taylor and Francis group, p. 203 - 216

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

  • R.K. Srivastava
  • T. Wiesel
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

ID: 1900432