A qualitative inquiry into customers' perspectives on branding and the role of digital technologies in B2B : a case study of Panasonic
Jack Strong, Elvira Bolat
| Year of publication: |
2016
|
|---|---|
| Authors: | Strong, Jack ; Bolat, Elvira |
| Published in: |
Journal of customer behaviour. - Helensburgh : Westburn, ISSN 1475-3928, ZDB-ID 2163005-7. - Vol. 15.2016, 1, p. 97-116
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| Subject: | B2B branding | B2B customer | Digital technologies | Case study method | Panasonic | Digitalisierung | Digitization | Lieferantenmanagement | Supplier relationship management | Markenführung | Brand management | B-to-B-Marketing | Business-to-business marketing | Konsumentenverhalten | Consumer behaviour |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1362/147539216X14594362873613 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10011655461