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- W2502059304 abstract "After investment in quality store brand development, the next most important and effective brand investment a retailer can make is in building the brand-customer relationship. Mass marketing, as with producer brands, can and is used to communicate and position the brand with consumers; but retailers have a greater capacity than producers to use an even more powerful tool, namely the building of direct customer relationships." @default.
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- W2502059304 date "1997-01-01" @default.
- W2502059304 modified "2023-09-24" @default.
- W2502059304 title "Investing in the Brand-Customer Relationship" @default.
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