Market research: Mediating between CRM and the brand

Peter Cooper and Susan Baker

This paper offers a simple model to aid exploration of the role of market research in the interface of CRM strategy and the brand.

Market Research: Mediating Between CRM And The Brand

Susan BakerCranfield School of Management andPeter CooperCRAM International Limited

INTRODUCTION

And such a wall, as I would have you think;That had in it a crannied hole or chink,...
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