Subject category:
Marketing
Published by:
Harvard Business Publishing
Version: 4 May 1998
Length: 18 pages
Data source: Published sources
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Abstract
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.
Subject category:
Marketing
Published by:
Harvard Business Publishing
Version: 10 June 1997
Length: 24 pages
About
Abstract
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.
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Subject category:
Marketing
Published by:
Harvard Business Publishing
Version: 10 June 1997
Length: 24 pages