Blurring B2C and B2B boundaries : corporate brand value co-creation in B2B2C markets
Michela Mingione and Luna Leoni
| Year of publication: |
2020
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|---|---|
| Authors: | Mingione, Michela ; Leoni, Luna |
| Published in: |
Journal of marketing management : JMM ; journal of the Academy of Marketing. - Abingdon [u.a.] : Routledge, Taylor & Francis Group, ISSN 1472-1376, ZDB-ID 2067949-X. - Vol. 36.2020, 1/2, p. 72-99
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| Subject: | B2B | B2C | corporate brand | marketing management | multiple stakeholders | Value co-creation | Markenführung | Brand management | Stakeholder | Lieferantenmanagement | Supplier relationship management | B-to-B-Marketing | Business-to-business marketing | Marketingmanagement | Marketing management | Kundenintegration | Customer integration | Betriebliche Wertschöpfung | Value creation | Beziehungsmarketing | Relationship marketing | Markenarchitektur | Brand architecture | Firmenimage | Corporate reputation |
| Description of contents: | Description [doi.org] |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1080/0267257X.2019.1694566 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10012178686