Brand Relevance: A book review by Bob Morris
First Friday Book Synopsis
JULY 6, 2011
Brand Relevance: Making Competitors Irrelevant David A.
2011 Aaker Brand Process 
80 
Personal Needs vs. Customer Relationships
Strategy Driven
SEPTEMBER 27, 2013
Even when brands claim to desire lifetime relationships with customers, many tactically distance themselves from the humanity of their interactions. Marketing scholars Jennifer Aaker and Susan Fournier reveal how closely business relationships and interpersonal relationships mirrored each other in an Internet-based psychology test.
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