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Positionierung von Corporate Brands – Herausforderungen in Veränderungsprozessen von B-to-B-Unternehmen

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Author information

Authors and Affiliations

  1. Kristianstad University, Malmö, Schweden

    Dr. Christian H. Koch

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  1. Dr. Christian H. Koch
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Correspondence to Christian H. Koch .

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Editors and Affiliations

  1. FB Wirtschaftswissenschaften, HWR Berlin, Berlin, Berlin, Germany

    Carsten Baumgarth

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Koch, C.H. (2018). Positionierung von Corporate Brands – Herausforderungen in Veränderungsprozessen von B-to-B-Unternehmen. In: Baumgarth, C. (eds) B-to-B-Markenführung. Springer Gabler, Wiesbaden. https://doi.org/10.1007/978-3-658-05097-9_12

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  • DOI: https://doi.org/10.1007/978-3-658-05097-9_12

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  • Publisher Name: Springer Gabler, Wiesbaden

  • Print ISBN: 978-3-658-05096-2

  • Online ISBN: 978-3-658-05097-9

  • eBook Packages: Business and Economics (German Language)

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