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BRAND MANAGEMENT IN SMALL- AND MEDIUM-SIZED FIRMS PERSPECTIVES FROM RUSSIA AND GERMANY
Irina Trushnikova,Wolfgang Fritz 글로벌지식마케팅경영학회 2014 Global Marketing Conference Vol.2014 No.4
Small- and medium-sized industrial companies in Germany and Russia mostly attach little importance to brand management and practice it only fragmentarily. Against this background, the relevance of brand management for these firms in B2B-markets is demonstrated. Beginning with a look at the importance of B2B brands for corporate success, relevant starting points for a successful brand management in B2B settings are shown, as far as these are supported by empirical research. The findings indicate the importance of internal as well as external dimensions of B2B brand management.
BRAND MANAGEMENT IN SMALL- AND MEDIUM-SIZED FIRMS PERSPECTIVES FROM RUSSIA AND GERMANY
Irina Trushnikova,Wolfgang Fritz 글로벌지식마케팅경영학회 2014 Global Marketing Conference Vol.2014 No.7
Small- and medium-sized industrial companies in Germany and Russia mostly attach little importance to brand management and practice it only fragmentarily. Against this background, the relevance of brand management for these firms in B2B-markets is demonstrated. Beginning with a look at the importance of B2B brands for corporate success, relevant starting points for a successful brand management in B2B settings are shown, as far as these are supported by empirical research. The findings indicate the importance of internal as well as external dimensions of B2B brand management.