Being known or being one of many: the need for brand management for business-to-business (B2B) companies

Author: Kotler Philip   Pfoertsch Waldemar  

Publisher: Emerald Group Publishing Ltd

ISSN: 0885-8624

Source: The Journal of Business and Industrial Marketing, Vol.22, Iss.6, 2007-08, pp. : 357-362

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Abstract