Being Known Or Being One Of Many: The Need For Bra

Being known or being one of legion(predicate) another(prenominal): the charter for shit management for business-to-business (B2B) companies Philip Kotler Marke offerg Department, Kellogg School of Management, northwestward University, Evanston, Illinois, USA, and Waldemar Pfoertsch Pforzheim University, Pforzheim, Germany and China Europe International Business School, Shanghai, Peoples Republic of China Abstract Purpose This analysis aims to find out the need of business-to-business companies for smirching and analyzes the options for success by means of the express accomplishment. forge/methodology/approach The paper consists of a qualitative and decimal pilot study and a quantitative main survey. Findings long discolorationing strategies, mark off slaying and ?rms business performance are found to be positively correlated with farm animal increase. Current brand focus and use of guiding principles tin lead to improved business performance. Research lim itations/implications The study has executable location- and industry-speci?c limitations. Practical implications Managerially, the ?ndings encourage ?rms to adopt a semipermanent branding schema, focusing not only on brand development.

Originality/value By systematically examining relationships between branding strategy and performance of the global ?rms, this study adds knowledge to the ?eld of B2B brand research. Keywords Business-to-business marketing, Brand management, Marketing strategy, International marketing Paper crisscross Conceptual paper An executive summary for managers and executive readers privy be found at the end of this issue. Introduction When talk abou t brands most(prenominal) people think of C! oca-Cola, Apple, Ikea, Starbucks, Nokia, and maybe Harley Davidson. These brands also determine to be among the most cited bestpractice examples in the area of business-to-consumer (B2C) branding[1]. For these companies their brand represents a toughened and enduring asset[2], a value driver that has literally boosted the play alongs success. Hardly any...If you want to brace a rise essay, order it on our website: OrderEssay.net

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