Relating brand and customer perspectives on marketing management

  • Ambler T
  • Bhattacharya C
  • Edell J
 et al. 
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An article attempts to examine brand and customer perspectives in depth so that researchers and managers can improve their understanding and use of customer and brand perspectives on marketing. An article seeks to determine the relationship between the two assets and perspectives in terms of similarities and differences. The development of customer and brand perspectives are examined and how each adds value to the firm and its customers is described. Possible approaches for measuring marketing assets are delineated.

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  • Marketing management Brand equity Market segmentat

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  • Tim Ambler

  • C B Bhattacharya

  • Julie Edell

  • Kevin Lane Keller

  • Katherine N Lemon

  • Banwari Mittal

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