To invest, or not to invest, in brands? Drivers of brand relevance in B2B markets
Backhaus K., Steiner M., Luegger, K.
Research article (journal) | Peer reviewedDetails about the publication
Journal: Industrial Marketing Management
Volume: 40
Issue: 7
Page range: 1082-1092
Status: Published
Release year: 2011
Language in which the publication is written: English
Authors from the University of Münster
| Backhaus, Klaus | European Research Center for Information Systems (ERCIS) |
| Steiner, Michael | Junior Professorship "Marketing: Consumer Behavior, Communication Policy and Brand Management" (Prof. Steiner) |