Blurring B2C and B2B boundaries : corporate brand value co-creation in B2B2C markets
Michela Mingione and Luna Leoni
| Year of publication: |
2020
|
|---|---|
| Authors: | Mingione, Michela ; Leoni, Luna |
| 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] |
Online Resource
| 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