Branding in industrial markets (eBook, PDF)

• Format: PDF

Produktbeschreibung

Branding is gaining prominence among business-to-business marketers. However, extant research on branding in the context of business-to-business marketing remains scarce, with suggested conceptual frameworks lacking empirical support. Current research suggests that brands play some role in purchasing decisions in business markets, and that brands provide a source of competitive differentiation. Research also suggests that there are differences between consumer and industrial brand management. Whilst much literature has been published on consumer brand management, we lack guidance on key industrial brand issues, however. Such issues include strategic brand management, brand architecture, brand building and maintenance, brand repositioning, and tactical branding issues. This e-book addresses some of the research lacunae identified above.

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Produktdetails

• Verlag: Emerald Group Publishing Limited
• Erscheinungstermin: 19. Oktober 2007
• Englisch
• ISBN-13: 9781846635977
• Artikelnr.: 38358062