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Commitment 2: Understand Short- and Long-Term Needs

In: Brand Romance

Author

Listed:
  • Yasushi Kusume
  • Neil Gridley

Abstract

If you were to ask children what they need, most would say toys or games such as Nintendo, or perhaps an iPod or iPad – something they currently desire. You’d be hard pressed to find a child who’d reply, “After a careful study of the fast-growing Chinese market, which will undoubtedly become even more important in the long-term, I would say that I need an education in the Chinese language.”

Suggested Citation

  • Yasushi Kusume & Neil Gridley, 2013. "Commitment 2: Understand Short- and Long-Term Needs," Palgrave Macmillan Books, in: Brand Romance, chapter 2, pages 31-42, Palgrave Macmillan.
  • Handle: RePEc:pal:palchp:978-1-137-36901-7_3
    DOI: 10.1057/9781137369017_3
    as

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