haku: @indexterm Industrial marketing / yhteensä: 439
viite: 109 / 439
| Tekijä: | McDowell Mudambi, S. |
| Otsikko: | An exploration of branding in industrial markets |
| Lehti: | Industrial Marketing Management
1997 : SEP, VOL. 26:5, p. 433-446 |
| Asiasana: | INDUSTRIAL MARKETING MARKETING MANAGEMENT BRANDS |
| Kieli: | eng |
| Tiivistelmä: | Is baranding important in industrial markets? To answer this question, the authors synthesize previous research in branding and related areas to develop a new conceptual model of industrial brand value to the customer. Expected brand value consists of four components: product performance, distribution performance, support services performance, and company performance, with each component integrating both tangible and intangible elements. This model is then compared to the views elicited from in-depth interviews with manufacturers, distributors, and purchasers of precision bearings. |
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