Brand worlds : introducing experiential marketing to B2B branding
Benjamin Österle, Marc M. Kuhn, Jörg Henseler
| Year of publication: |
July 2018
|
|---|---|
| Authors: | Österle, Benjamin ; Kuhn, Marc ; Henseler, Jörg |
| Published in: |
Industrial marketing management : the international journal for industrial and high-tech firms. - New York, NY [u.a.] : Elsevier, ISSN 0019-8501, ZDB-ID 120124-4. - Vol. 72.2018, p. 71-98
|
| Subject: | Brand worlds | B2B | Branding | Experiential marketing | Relationship | Emotion | Markenführung | Brand management | B-to-B-Marketing | Business-to-business marketing | Markenartikel | Brand | Event-Marketing | Event marketing | Lieferantenmanagement | Supplier relationship management | Beziehungsmarketing | Relationship marketing | Konsumentenverhalten | Consumer behaviour | Marketingmanagement | Marketing management | Marketing |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1016/j.indmarman.2018.04.015 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10011887286