A Roadmap for Branding Industrial Markets

Branding theory has been largely developed in the context of consumer products; yet, most economies are characterized by a preponderance of firms selling business-to-business or industrial products. Understanding how branding works in industrial markets is thus an important priority. In this article, we outline some of the distinguishing characteristics of industrial branding and offer some guidelines as to success with industrial brands

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Year of publication:	2004
Authors:	Keller, Kevin Lane ; Webster, Frederick
Publisher:	[S.l.] : SSRN
Subject:	Markenführung \| Brand management \| B-to-B-Marketing \| Business-to-business marketing \| Markenartikel \| Brand \| Marketingmanagement \| Marketing management \| Industriegüter \| Industrial goods \| Marketing

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Extent:	1 Online-Ressource (30 p)
Type of publication:	Book / Working Paper
Language:	English
Notes:	Nach Informationen von SSRN wurde die ursprüngliche Fassung des Dokuments February 2004 erstellt
Other identifiers:	10.2139/ssrn.530823 [DOI]
Classification:	M31 - Marketing
Source:	ECONIS - Online Catalogue of the ZBW

Persistent link: https://www.econbiz.de/10014072268