Abstract
During the 1980s hundred of billions of dollars changed hands as companies restructured themselves, largely through acquisitions and divestments as they sought to become global leaders in their selected line(s) of business. Buying established brands was perceived as offering the quickest and lowest risk route to a position of global leadership. It was also regarded as the key to profitability because brands commanded a premium price and customer loyalty (McDermott and Gray, 1990).
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© 1995 K. C. Chan and Michael C. McDermott
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Chan, K.C., Mcdermott, M.C. (1995). Beyond Relationship Marketing: Flexible and Intelligent Relationship Management Strategy (FIRMS). In: Baker, M.J., et al. Marketing Theory and Practice. Palgrave, London. https://doi.org/10.1007/978-1-349-24260-3_21
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DOI: https://doi.org/10.1007/978-1-349-24260-3_21
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