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

E. Don, Heidi F. Schultz

Research output: Contribution to journalArticlepeer-review

9 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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