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Research papers

Branding in business-to-business markets

Since the early nineties brand management has become a very topical issue (Leuthesser 1988 Aaker 1991 Kapferer 1993 Dimitriadis 1994). However researchers' attention has been mostly focused on mass consumer brands. Industrial branding is one of the...

Catalogue: Seminar 1994: Building Successful Brands
Authors: Serge Dimitriadis, Jean Bidault
June 15, 1994
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Citation

Dimitriadis and Bidault (1994a, June 15). Branding in business-to-business markets. ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/branding-in-business-to-business-markets