Being Known Or Being One Of Many: The Need For Bra

Being known or being one of some(prenominal) another(prenominal): the charter for shit management for business-to-business (B2B) companies Philip Kotler Marke sufferg Department, Kellogg School of Management, northwesterly University, Evanston, Illinois, USA, and Waldemar Pfoertsch Pforzheim University, Pforzheim, Germany and China Europe International Business School, Shanghai, Peoples Republic of China Abstract Purpose This analysis aims to read the need of business-to-business companies for smirching and analyzes the options for success by means of the express accomplishment. externalize/methodology/approach The paper consists of a qualitative and valued pilot study and a quantitative main survey. Findings long-run makeing strategies, post public presentation and ?rms business performance are found to be positively correlated with line of merchandise increase. Current brand focus and use of guiding principles tin lead to improved business performance. Research limitations/implications The study has viable location- and industry-speci?c limitations. Practical implications Managerially, the ?ndings encourage ?rms to adopt a long-term branding schema, focusing not only on brand development.

Originality/value By systematically examining relationships between branding dodging and performance of the global ?rms, this study adds knowledge to the ?eld of B2B brand research. Keywords Business-to-business marketing, Brand management, Marketing strategy, International marketing Paper sign up Conceptual paper An executive summary for managers and executive readers skunk be found at the end of this issue. ! Introduction When talking about brands most(prenominal) people think of Coca-Cola, Apple, Ikea, Starbucks, Nokia, and maybe Harley Davidson. These brands also go across to be among the most cited bestpractice examples in the area of business-to-consumer (B2C) branding[1]. For these companies their brand represents a toughened and enduring asset[2], a value driver that has literally boosted the play alongs success. Hardly any...If you want to find oneself a rise essay, order it on our website: BestEssayCheap.com

If you want to get a full essay, visit our page: cheap essay