Branding in B2B firms

Kevin Lane Keller*, Philip Kotler

*Corresponding author for this work

Research output: Chapter in Book/Report/Conference proceedingChapter

5 Scopus citations
Original languageEnglish (US)
Title of host publicationHandbook of Business-to-Business Marketing
PublisherEdward Elgar Publishing Ltd.
Pages208-225
Number of pages18
ISBN (Print)9781849801423
DOIs
StatePublished - Jan 1 2012

ASJC Scopus subject areas

  • Business, Management and Accounting(all)
  • Economics, Econometrics and Finance(all)

Cite this

Keller, K. L., & Kotler, P. (2012). Branding in B2B firms. In Handbook of Business-to-Business Marketing (pp. 208-225). Edward Elgar Publishing Ltd.. https://doi.org/10.4337/9781781002445.00021