To invest, or not to invest, in brands? : drivers of brand relevance in B2B markets
Year of publication: |
2011
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Authors: | Backhaus, Klaus ; Steiner, Michael ; Lügger, Kai |
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, 7, p. 1082-1092
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Subject: | B-to-B-Marketing | Business-to-business marketing | Markenführung | Brand management | Markenimage | Brand image | Entscheidung unter Risiko | Decision under risk | Informationskosten | Information costs | Investitionsentscheidung | Investment decision |
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