ABSTRACT
Clearly, audiences or customers or consumers or whatever you want to call the people who buy and use the products and services marketers offer are the key elements in any type of customer-brand relationship. They are the ones who see, hear, or come in contact with the brand and its messages and incentives. They are the ones who dig down in their wallets or whip out their credit or debit cards so they can purchase and use the products and services being offered. They are the ones who create the income flows discussed in Chapters 8 and 9. And they are the ones who build and maintain the marketplace success of the brand.
