Relationship Marketing in the FMCG : The Forgotten Consumer
Many producers in the FMCG experience immense pressure from strong retailers and hard discounters. One solution proposed by academics is through engaging in Relationship Marketing with the end consumer to create a strong pull-effect and loyalty to the brand. In order to understand how producers make...
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| Format: | Others |
| Language: | English |
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Linköpings universitet, Företagsekonomi
2015
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| Online Access: | http://urn.kb.se/resolve?urn=urn:nbn:se:liu:diva-119539 |