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Aufbau starker B-to-B-Marken – Ein Leitfaden

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B-to-B-Markenführung

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Übersetzung und Adaption durch den Herausgeber. Eine erweiterte Version ist unter dem Titel „Building a Strong Business‐to‐Business Brand“ in dem Buch „Advances in Business Marketing & Purchasing“, herausgegeben von Mark Glynn und Arch Woodside, erschienen. Der Herausgeber dankt den Herausgebern und Kevin Lane Keller für die freundliche Erlaubnis, den Beitrag für das vorliegende Buch adaptieren zu dürfen.

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Author information

Authors and Affiliations

  1. Tuck School of Business at Dartmouth College, Hanover, USA

    Prof. Dr. Kevin Lane Keller

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  1. Prof. Dr. Kevin Lane Keller
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Correspondence to Kevin Lane Keller .

Editor information

Editors and Affiliations

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

    Carsten Baumgarth

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Keller, K.L. (2018). Aufbau starker B-to-B-Marken – Ein Leitfaden. In: Baumgarth, C. (eds) B-to-B-Markenführung. Springer Gabler, Wiesbaden. https://doi.org/10.1007/978-3-658-05097-9_44

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  • DOI: https://doi.org/10.1007/978-3-658-05097-9_44

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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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