How to Build a Billion Dollar Business-to-Business Brand

E. Don, Heidi F. Schultz

Research output: Contribution to journalArticlepeer-review

10 Scopus citations

Abstract

Best practices in branding involve organization and senior management support, alignment with corporate strategy, value propositions, and measurement.

Original languageEnglish (US)
JournalMarketing Management
Volume9
Issue number2
StatePublished - Jun 1 2000

ASJC Scopus subject areas

  • Business and International Management
  • Marketing

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