Assessing brand loyalty in the Irish alcohol market
Автор:Lee Geraghty Год: 2010 Издание:LAP Lambert Academic Publishing Страниц: 140 ISBN: 9783838338583 The Irish alcohol industry has experienced a fundamental, seismic change over the past five years. Consumption and market value have declined in line with the economic turbulence of the late 2000''s. Brand loyalty as a strategic defense tool is now imperative. This work evaluates this zeitgeist and analyzes the concept of loyalty within the alcohol market. Brands future and prosperity is under threat...."loyalty without reason" is the chief defense!
