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B-to-B-Branding – Aktuelle Entwicklungen in der Forschung und Praxisempfehlungen

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Abstract

In the last decade, researchers and companies have become increasingly interested in branding in B-to-B markets. This paper starts by outlining the specifics of carrying out branding in B-to-B environments. It proceeds by giving a brief overview of academic research in this area. Building on this, the authors suggest avenues for future research and give some recommendations for B-to-B branding practices.

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  1. Karlsruher Institut für Technologie (KIT), Karlsruhe, 76131, Deutschland

    Martin Klarmann & Sophie Fleischmann

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  1. Martin Klarmann
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  1. Science-to-Business Marketing, Fachhochschule Münster, Münster, Germany

    Thorsten Kliewe

  2. Fachhochschule Münster, Münster, Germany

    Tobias Kesting

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Klarmann, M., Fleischmann, S. (2014). B-to-B-Branding – Aktuelle Entwicklungen in der Forschung und Praxisempfehlungen. In: Kliewe, T., Kesting, T. (eds) Moderne Konzepte des organisationalen Marketing. Springer Gabler, Wiesbaden. https://doi.org/10.1007/978-3-658-04680-4_20

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