A literature review and future agenda for B2B branding : challenges of branding in a B2B context
Year of publication: |
2011
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Authors: | Leek, Sheena ; Christodoulides, George |
Published in: |
Industrial marketing management : the international journal for industrial and high-tech firms. - New York, NY [u.a.] : Elsevier, ISSN 0019-8501, ZDB-ID 120124-4. - Vol. 40.2011, 6, p. 830-837
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Subject: | B-to-B-Marketing | Business-to-business marketing | Markenführung | Brand management | Entscheidung | Decision | Markenimage | Brand image | Firmenimage | Corporate reputation | Personalmarketing | HR marketing | Bibliometrie | Bibliometrics |
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