Building a strong business-to-business brand
Year of publication: |
2009
|
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Authors: | Keller, Kevin Lane |
Published in: |
Business-to-business brand management : theory, research and executive case study exercises. - Bingley [u.a.] : Emerald, ISBN 1-84855-670-5. - 2009, p. 11-31
|
Subject: | Markenführung | Brand management | B-to-B-Marketing | Business-to-business marketing | Interne Markenführung | Internal branding | Marktsegmentierung | Market segmentation | Produktdifferenzierung | Product differentiation |
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