از استراتژی به تاکتیک: ساخت، اجرا و مدیریت ارزش برند در بازارهای کسب و کار
|کد مقاله||سال انتشار||مقاله انگلیسی||ترجمه فارسی|
|50805||2010||3 صفحه PDF||7 صفحه WORD|
Publisher : Elsevier - Science Direct (الزویر - ساینس دایرکت)
Journal : Industrial Marketing Management, Volume 39, Issue 8, November 2010, Pages 1223–1225
کلید واژه ها
Industrial marketers have long argued that brands play little role in the decision making process. Several macro-level changes have occurred challenging these notions some of which are reviewed. We review past research on brand building and brand management in business markets and identify that less research has focused on key strategic and tactical issues in relation to building, managing, and refreshing business brands. We then introduce six studies that add to our understanding of the nature and importance of branding in the business-to-business context. Finally, these studies provide important avenues for further research.