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

E. Don; Heidi F. Schultz

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

E. Don, Heidi F. Schultz

Integrated Marketing Communications

Research output: Contribution to journal › Article › peer-review

11 Scopus citations

Abstract

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

Original language	English (US)
Journal	Marketing Management
Volume	9
Issue number	2
State	Published - Jun 1 2000

ASJC Scopus subject areas

Business and International Management
Marketing

Cite this

@article{1a273dc4050548e7ba657c8d590f9f91,

title = "How to Build a Billion Dollar Business-to-Business Brand",

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

author = "E. Don and Schultz, {Heidi F.}",

year = "2000",

month = jun,

day = "1",

language = "English (US)",

volume = "9",

journal = "Marketing Management",

issn = "1061-3846",

publisher = "American Marketing Association",

number = "2",

}

TY - JOUR

T1 - How to Build a Billion Dollar Business-to-Business Brand

AU - Don, E.

AU - Schultz, Heidi F.

PY - 2000/6/1

Y1 - 2000/6/1

N2 - Best practices in branding involve organization and senior management support, alignment with corporate strategy, value propositions, and measurement.

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

UR - http://www.scopus.com/inward/record.url?scp=0347018497&partnerID=8YFLogxK

UR - http://www.scopus.com/inward/citedby.url?scp=0347018497&partnerID=8YFLogxK

M3 - Article

AN - SCOPUS:0347018497

SN - 1061-3846

VL - 9

JO - Marketing Management

JF - Marketing Management

IS - 2

ER -

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

Abstract

ASJC Scopus subject areas

Other files and links

Fingerprint

Cite this