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Relevance and Creation of Strong Brands for B2B Markets
This paper discusses the relevance of B2B brands in business marketing, presents two cases of Sintex and Brand Structura (Tata) on holistic brand management, and analyses why B2B marketers fail to achieve a brand-driven business. The paper also provides several questions for research in B2B brand ma...
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| Format: | Article |
| Language: | English |
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2014
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Ahmedabad (HO): Unknown
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| Copy Unknown (Vol. 39, Issue. 4) | Available Place a Hold |