Establishing brand equity among business-to-business referral sources in the emerging markets : the case of specialty medical practice
V. Kumar, Greg S. Cohen, Bharath Rajan
| Year of publication: |
2015
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|---|---|
| Authors: | Kumar, V. ; Cohen, Greg S. ; Rajan, Bharath |
| 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. 51.2015, p. 26-34
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| Subject: | Specialty medical practice | Business-to-business channels | Referral marketing | Brand equity | Emerging markets | Schwellenländer | Emerging economies | Markenimage | Brand image | B-to-B-Marketing | Business-to-business marketing | Markenführung | Brand management | Ärzte | Physicians | Lieferantenmanagement | Supplier relationship management |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1016/j.indmarman.2015.04.018 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10011422687