It’s all in the brand
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Purpose This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies. Design/methodology/approach This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context. Findings B2B branding and value creation is typically under-utilized. This briefing looks at the benefits branding can bring to both suppliers and customer businesses. Originality/value The briefing saves busy executives, strategists and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy-to-digest format.
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2016 ◽
Vol 30
(1)
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pp. 32-34
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2018 ◽
Vol 32
(6)
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pp. 12-15
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