From strategy to tactics: Building, implementing, and managing brand equity in business markets

Industrial Marketing Management

Volumn 39, Issue 8, 2010, Pages 1223-1225

  Lindgreen, Adam ^a   Beverland, Michael B ^b   Farrelly, Francis ^c  

^a UNIVERSITY OF BIRMINGHAM   (United Kingdom)

^b UNIVERSITY OF BATH   (United Kingdom)

^c RMIT UNIVERSITY   (Australia)

Author keywords

Brand management; Branding building; Industrial marketing

Indexed keywords

EID: 78649326518     PISSN: 00198501     EISSN: None     Source Type: Journal    
DOI: 10.1016/j.indmarman.2010.02.018     Document Type: Article

References (5)

1. Beverland M., Napoli J., Lindgreen A. Industrial global brand leadership: A capabilities view. Industrial Marketing Management 2007, 36(8):1082-1093.
2. Cretu A., Brodie R.J. The influence of brand image and company reputation where manufacturers market to small firms: A customer value perspective. Industrial Marketing Management 2007, 36(2):230-240.
3. Low J., Blois K. The evolution of generic brands in industrial markets: The challenges to owners of brand equity. Industrial Marketing Management 2002, 31(5):385-392.
4. Michell P., King J., Reast J. Brand values related to industrial products. Industrial Marketing Management 2001, 30(5):415-425.
5. Mudambi S. Branding importance in business-to-business markets: Three buyer clusters. Industrial Marketing Management 2002, 31(6):525-533.