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Corporate brand strategy formation : Brand actors and the situational context for a business-to-business brand

Vallastera Christine, Auteur ; Lindgreen Adam, Auteur |

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

Prior literature on corporate branding in the business-to-business (B2B) context fails to provide insight into the dynamics of corporate brand strategy formation, despite the critical need for industrial organizations to move beyond a traditio[...]

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