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An analysis of B2B consumers of Cement Brands in Mumbai
Patil, D. Y.; Khanna, Kamini; Ravishankar - In: Finance India : the quarterly journal of Indian … 36 (2022) 1, pp. 297-308
Persistent link: https://www.econbiz.de/10013349064
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How positioning strategies affect co-branding outcomes : green marketing
Wason, Hilary; Charlton, Nathalie - In: Cogent business & management 2 (2015), pp. 1-12
Co-branding is a widely applied strategy, with research indicating differential benefits to the parent brands. Past studies suggest the source of these differences may be due to the partners’ relative market position, and characteristics such as brand familiarity, brand equity and proximity to...
Persistent link: https://www.econbiz.de/10012036494
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Blurring B2C and B2B boundaries : corporate brand value co-creation in B2B2C markets
Mingione, Michela; Leoni, Luna - In: Journal of marketing management : JMM ; journal of the … 36 (2020) 1/2, pp. 72-99
Persistent link: https://www.econbiz.de/10012178686
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Strategic management of product and brand extensions : extending corporate brands in B2B vs. B2C markets
Liu, Yeyi; Foscht, Thomas; Eisingerich, Andreas B; … - In: Industrial marketing management : the international … 71 (2018), pp. 147-159
Persistent link: https://www.econbiz.de/10011871433
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Towards a B2B customer-based brand equity model
Jensen, Morten Bach; Klastrup, Kim - In: Journal of targeting, measurement and analysis for marketing 16 (2007/08) 2, pp. 122-128
Persistent link: https://www.econbiz.de/10003700301
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Does brand orientation contribute to retailers' success? : an empirical study in the South African market
Schmidt, Holger J.; Mason, Roger B.; Steenkamp, Pieter; … - In: Journal of retailing and consumer services 38 (2017), pp. 210-222
Persistent link: https://www.econbiz.de/10011743275
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Buyer loyalty in business markets : can the firm and salesperson get what they truly desire?
Wang, Guocai; Wang, Xiaoyan; Long, Yu; Wee, Chow Hou; … - In: Journal of business-to-business marketing 22 (2015) 3, pp. 197-210
Persistent link: https://www.econbiz.de/10011413358
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The impact of dynamic capabilities on operational marketing and technological capabilities : investigating the role of environmental turbulence
Wilden, Ralf; Gudergan, Siegfried P. - In: Journal of the Academy of Marketing Science 43 (2015) 2, pp. 181-199
Persistent link: https://www.econbiz.de/10010504691
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Marketing for Small B2B Businesses : How Content Creates Marketing Muscle and Powers Traditional and Digital Marketing
Schulkind, Andrew - 2022
Chapter 1: The Marketing Mindset -- Chapter 2: Defining Your Marketing Goals -- Chapter 3: Creating Content that … -- Chapter 6: Branding and Design for Content Marketing -- Chapter 7: Website Technology, Security, and Privacy -- Chapter 8 …: Your Website As Marketing Hub -- Chapter 9: Landing Pages, Lead Magnets, and Lead Products -- Chapter 10: Promoting Your …
Persistent link: https://www.econbiz.de/10013461551
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Social media branding in the food industry : comparing B2B and B2C companies' use of sustainability messaging on Twitter
Garner, Benjamin; Mady, Ashraf - In: The journal of business & industrial marketing 38 (2023) 11, pp. 2485-2504
Persistent link: https://www.econbiz.de/10014472003