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Breaking Up is Hard to Do: The Ups and Downs of Divorcing Brands Cover

Breaking Up is Hard to Do: The Ups and Downs of Divorcing Brands

NIM Marketing Intelligence Review
Volume 6 (2014): Issue 1 (May 2014)
By: Susan Fournier  
Open Access
|Jul 2014

References

  1. Alvarez, Claudio and Susan Fournier (2012): “Brand Flings: When Great Brand Relationships Are Not Built to Last”, in Consumer-Brand Relationships: Theory and Practice, S. Fournier, M. Breazeale, and M. Fetscherin (eds.), London: Routledge/Taylor & Francis Group, pp. 74 - 96.
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  2. Avery, Jill and Susan Fournier (2012): “Firing Your Best Customers: How Smart Firms Destroy Relationships Using CRM”, in Consumer-Brand Relationships: Theory and Practice, S. Fournier, M. Breazeale, and M. Fetscherin (eds.), London: Routledge/Taylor & Francis Group, pp. 301 - 316.
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  3. Fournier, Susan and Jill Avery (2011): “Putting the Relationship Back in CRM”, Sloan Management Review, Vol. 52 (3), pp. 63 - 72.
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DOI: https://doi.org/10.2478/gfkmir-2014-0005 | Journal eISSN: 2628-166X
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Language: English
Page range: 28 - 33
Published on: Jul 10, 2014
Published by: Nuremberg Institute for Market Decisions
In partnership with: Paradigm Publishing Services
Publication frequency: 2 issues per year
Keywords:
Brand Relationships,
Breakup,
Disadoption,
Facebook
Related subjects:
Business and economics,
Political economics,
Public finance and fiscal theory,
Business management,
Marketing, sales, customer relations,
Management, organization, corporate governance,
Business management, other

© 2014 Susan Fournier, published by Nuremberg Institute for Market Decisions
This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 License.

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