B2B Brand Management
As products become increasingly similar, companies are turning to branding as a way to create a preference for their offerings. Branding has been the essential factor in the success of well-known consumer goods such as Coca Cola, McDonald's, Kodak, and Mercedes. Now it is time for more industri...
| Main Authors: | , |
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| Format: | Electronic eBook |
| Language: | English |
| Published: |
Berlin, Heidelberg :
Springer Berlin Heidelberg,
2006.
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| Subjects: | |
| Online Access: | Full Text via HEAL-Link |
