importance of branding, the brand hierarchy, the purpose of branding, and the brand-building tools used in business marketing …, India. The data was collected from the marketing manager of each sample firm through unstructured interview. Results: Some …/articles.Conclusion: Branding plays a major role in business marketing, catalyzing the process of building long-term relationships with customers …

-based theory and transaction cost economics, supplemented with in-depth theory-in-use interviews, on primary and secondary data …

Conflicts between marketing and sales functions concerning customer acquisition process in business-to-business firms … hurt profits. Marketing claims that sales disregards qualified leads; sales questions lead quality. To address such … marketing and sales interact? When does a decentralized structure erode profits compared to a centralized structure? We propose …