Investigating the effects of different levels of CRM investment on development of brand equity

Investigating the effects of different levels of CRM investment on development of brand equity

This paper investigates the effects of different marketing strategies including basic marketing, reactive marketing, accountable marketing, proactive marketing and partnership marketing on brand equity. The proposed study uses two questionnaires, one for measuring the effects of different marketing...

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Bibliographic Details
Main Authors: Hamed Abbasi, Hamid Reza Abbasi, Mahsan Hajirasouliha, Ashkan Faraji
Format: Article
Language:English
Published: Growing Science 2014-04-01
Series:Management Science Letters
Subjects:
CRM
Brand equity
Proactive marketing
Reactive marketing
Accountable marketing
Online Access:http://www.growingscience.com/msl/Vol4/msl_2014_68.pdf

Internet

http://www.growingscience.com/msl/Vol4/msl_2014_68.pdf

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