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Hermans, Olaf and Mutsaerts, Hugo and Olyslager, Luc (2009): Guest Relationship Management Principles as a Reference Point for building a Brand: The Case a Hospitality Group's Brand-building Process. Published in: TOURISMOS: An International Multidisciplinary Refereed Journal of Tourism , Vol. 4, No. 3 (15 November 2009): pp. 15-34.