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Strategisches Markenmanagement in Business-to-Business-Mrkten
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Anhand von drei empirischen Studien zeigt Jens Schmitt, unter welchen Bedingungen der Aufbau und die Fhrung starker Marken in Business-to-Business (B2B)-Mrkten zum Unternehmenserfolg beitragen, und wie Marken die Kaufentscheidungen von organisationalen Kunden beeinflussen. Er vergleicht die Funktionsweise von Marken zwischen B2B- und Business-to-Consumer (B2C)-Umfeld und identifiziert zentrale Stellhebel zur erfolgreichen Gestaltung des B2B-Markenmanagements.
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