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B-to-B-Markenwert – Ein Ansatz für eine professionelle B-to-B-Markenführung

  • Galina BiedenbachEmail author
  • Peter Hultén
Chapter

Zusammenfassung

In Wissenschaft und Praxis ist die Notwendigkeit einer expliziten B‐to‐B‐Markenführung zur Steigerung ihres Wertes unstrittig. Allerdings werden konkrete Tools zur Unterstützung einer effektiven Markenführung sowohl in der Forschung als auch der Praxis häufig unterschätzt. Dieser Beitrag diskutiert die Herausforderungen und Möglichkeiten den Ansatz des (verhaltenswissenschaftlichen) Markenwertes für die B‐to‐B‐Markenführung als ein solches Tool zu nutzen. Abgeschlossen wird der Beitrag mit Ideen für die zukünftige Forschung sowie konkreten Managementempfehlungen.

Schlüsselbegriffe

Markenwert Markenmanagement von Professional Services 

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Copyright information

© Springer Fachmedien Wiesbaden GmbH, ein Teil von Springer Nature 2018

Authors and Affiliations

  1. 1.Umeå UniverityUmeåSchweden

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