Mobile communication providers’ corporate brand as a relationship building pillar
The mobile communications industry is an important sector with European total revenues growing approximately 10% per year (GSMA, 2008). Markets all over Europe are mature and the operators engage in intense competition for customers. Heavy investments are made in marketing, through corporate brand e...
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| Formato: | workingPaper |
| Idioma: | eng |
| Publicado em: |
2009
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| Texto completo: | http://hdl.handle.net/1822/16131 |
| País: | Portugal |
| Oai: | oai:repositorium.sdum.uminho.pt:1822/16131 |