Abstract
The mission and concern of the proposed chapter is to contribute to the improvement of market performance through marketing, specifically relationship marketing, by taking into consideration the brand perspective and the consumer perspective.
In addition, the proposed chapter aims to describe how social media has brought big challenges to brands, specially the strong ones, with repercussions on their brand image and consequently their brand equity, and how relationship marketing can be the answer to these new challenges.
In addition, the proposed chapter aims to describe how social media has brought big challenges to brands, specially the strong ones, with repercussions on their brand image and consequently their brand equity, and how relationship marketing can be the answer to these new challenges.
| Original language | English |
|---|---|
| Title of host publication | Trends and Innovations in Marketing Information Systems |
| Subtitle of host publication | Handbook of Research on Innovations in Marketing Information Systems |
| Editors | Theodosios Tsiakis |
| Place of Publication | Hershey PA, USA |
| Publisher | Business science reference |
| Pages | 196-213 |
| Number of pages | 17 |
| ISBN (Electronic) | 978-1-4666-8460-7 |
| ISBN (Print) | 978-1-4666-8459-1 |
| Publication status | Published - 2015 |
Publication series
| Name | IGI Global book series Advances in Marketing |
|---|---|
| ISSN (Print) | 2327-5502 |
| ISSN (Electronic) | 2327-5529 |