Article : texte imprimé

To invest, or not to invest, in brands? : drivers of brand relevance in B2B markets

Backhaus ,Klaus, Auteur ; Steiner, Michael, Auteur ; Lügger, Kai, Auteur |

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

When allocating resources to brand investments, managers should consider the relevance of brands to the purchase decision process. Past research on consumer markets shows that brand relevance generally is driven by three functions: image benefit[...]

Plus d'information...

Ajouter un tag

En ligne

---

1 (1 - 1 / 1) Par page : 25 50 100 200