Chapter 14 When Branding Goes Wrong in B2B Markets: Guidelines for SMEs
| Year of publication: |
2019
|
|---|---|
| Authors: | Koporcic, Nikolina ; Törnroos, Jan-Åke |
| Published in: |
Understanding interactive network branding in SME firms. - Bingley, UK : Emerald Publishing, ISBN 978-1-78973-977-0. - 2019, p. 137-143
|
| Subject: | KMU | SME | Markenführung | Brand management | B-to-B-Marketing | Business-to-business marketing | Marketingmanagement | Marketing management | Markenimage | Brand image |
| Type of publication: | Article |
|---|---|
| Language: | English |
| Other identifiers: | 10.1108/978-1-78973-977-020191015 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10015091505