CustomerRelationshipMarketing*&PhilipsBrandEquityBoard*WhyRelationshipMarketingAconsumerperspectiveCRMassustainablecompetitiveadvantageMediaeffectandmediaefficiency**CRM:AconsumerperspectiveTheconsumer(inEurope)ischanging:Feelunconfidentabouttheirfuture*Needafeeloftrusttobuy*Trustfromabrandwillgroww