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Brands : just for consumers? introduction to the special issue on B2B branding

Sheena Leek, Auteur ; George Christodoulides, Auteur |

Dans Industrial marketing management (Vol. 40 N° 7 (Special issue), Octobre 2011)

Although there is significant interest in branding in a B2C context substantially less research has been conducted in B2B marketing. The research in B2B marketing is somewhat fragmented and a research agenda to develop coherent models and provid[...]

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