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The industrial brand personality scale : building strong business-to-business brands

Herbst, Uta, Auteur ; Michael A. Merz, Auteur |

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

To remain distinct and build strong business relationships in a competitive business-to-business (B2B) environment, an increasing number of industrial marketers attempt to exploit the potential of branding. However, brand management in the indus[...]

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