Attached is a PDF of the chapter. There isn’t a required number of sources asked for. Please use the

Attached is a PDF of the chapter. There isn’t a required number of sources asked for. Please use the chapter, additional references may be used, but please source appropriately.
Essay: Reciprocity and Customer Relationships
The minimum length requirement is 400 words.
Using Chapter 6 of IMC the Next Generation, write an essay sharing your understanding and insights regarding reciprocity and customer relationships.
1. The essay is not a chapter summary, so avoid just repeating what the text says.
2. Explain what the reciprocal theory refers to and how it works in customer relationships.
3. Use a brand you know well to describe a practical application of the reciprocal model.
4. Avoid using direct quotes from the chapter. Explain the concepts and principles in your own language.
5. Create your own focal point for the essay and organize the information around this focal point.
Guidelines for Overall Layout
– Use APA style for preparing the text of your essays.
– Double spacing
– Indentation
– Placement of citations
– Font type: Times New Roman
– Font size: 12
– References on separate page

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