Abstract
A case study was done of the development of a service designed to help large companies, develop relationships with teenagers. The focus of the case study is on determining why target companies did not find the service appealing enough to buy it.
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© 2015 Academy of Marketing Science
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Stephens, N. (2015). Are Companies Afraid of Relationships with Consumers? A Case Study. In: Manrai, A., Meadow, H. (eds) Global Perspectives in Marketing for the 21st Century. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-17356-6_9
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DOI: https://doi.org/10.1007/978-3-319-17356-6_9
Publisher Name: Springer, Cham
Print ISBN: 978-3-319-17355-9
Online ISBN: 978-3-319-17356-6
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