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

Being known or being one of many another(prenominal): the charter for shit management for business-to-business (B2B) companies
Philip Kotler
Marketing Department, Kellogg School of Management, northwest 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 examine the need of business-to-business companies for smirching and analyzes the options for success by means of the express accomplishment. contrive/methodology/approach The paper consists of a qualitative and quantitative pilot study and a quantitative main survey. Findings semipermanent branding strategies, brand performance and ?rms business performance are found to be positively correlated with stock increase. Current brand focus and use of guiding principles tin lead to improved business performance. Research limitations/implications The study has feasible location- and industry-speci?c limitations. Practical implications Managerially, the ?ndings encourage ?rms to adopt a long-term 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 sign Conceptual paper

An executive summary for managers and executive readers can be found at the end of this issue.

Introduction
When talking about brands most(prenominal) people think of Coca-Cola, Apple, Ikea, Starbucks, Nokia, and maybe Harley Davidson. These brands also happen 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 get a rise essay, order it on our website: Orderessay



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