Games people play with brands : an application of transactional analysis to marketplace relationships
Year of publication: |
March 2018
|
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Authors: | Molesworth, Mike ; Grigore, Georgiana F. ; Jenkins, Rebecca |
Published in: |
Marketing theory. - London [u.a.] : Sage, ISSN 1470-5931, ZDB-ID 2201540-1. - Vol. 18.2018, 1, p. 121-146
|
Subject: | Eric Berne | games | loyalty | marketplace relationships | transactional analysis | Transaktionskosten | Transaction costs | Spieltheorie | Game theory | USA | United States | Theorie | Theory | Markenführung | Brand management | Beziehungsmarketing | Relationship marketing |
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