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Starbucks
C/M/1801. Brand management as link between company and consumer: case of Starbucks
- WORDS:
- 1000
- DATE:
- 2010
- PRICE:
- 19.99 GBP
The paper looks at the concept of brand management (BM) relating in to customer experience management (CEM), examining BM approaches within the coffee industry and analysing BM practices used by Starbucks coffee shops.
KEYWORDS: brand management, customer experience management, CEM, coffee industry, Starbuck,
Other Papers On: Branding
Other Papers On: Customer-Centric Marketing
Other Papers On: Starbucks
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