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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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© Springer Fachmedien Wiesbaden 2014

Authors and Affiliations

  1. 1.Karlsruher Institut für Technologie (KIT)KarlsruheDeutschland

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