Davis, Donna F.; Golicic, Susan L.; Marquardt, Adam - In: Business-to-business brand management : theory, …, (pp. 195-221). 2009
The failure to manage the firm's brand successfully with trading partners is a potentially fatal obstacle to success in today's hypercompetitive global economy. Strong brands serve as an important point of differentiation for firms, assisting customers in their evaluation and choice processes....
