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| Author: | Schultz, D.E. Schultz, H.F. |
| Title: | How to build a billion dollar business-to-business brand |
| Journal: | Marketing Management
2000 : SUMMER, VOL. 9:2, p. 22-28 |
| Index terms: | BRANDS BUSINESS-TO-BUSINESS STRATEGY |
| Language: | eng |
| Abstract: | Best practices in branding involve organization and senior management support, alignment with corporate strategy, value propositions, and measurement. |
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