Sharma, Priyanka; Sengupta, Raghu Nandan; Lichtenthal, … - In: Marketing Intelligence & Planning 37 (2019) 7, pp. 754-769
Purpose: The purpose of this paper is to highlight various aspects of business-to-business brand equity (B2BBE) and explain relative impact of marketing/advertising, research and development (R&D), human resource and distribution network to build compelling business brands that display better...