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Brand Management in Business to Business Markets - Particularities of Business to Business Markets, Branding and Brand Equity -

Andrei Buiga (), Raluca Dragoescu and Zoica Nicola
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Zoica Nicola: „ARTIFEX” University of Bucharest

Romanian Statistical Review Supplement, 2013, vol. 61, issue 2, 200-204

Abstract: Brands are often thought to be the preserve of consumer markets, but even for commodity products where products are apparently purchased on price, brands have a value in business markets too. In business markets purchasers are often buying the quality of supply rather than just the product itself and often pass on the quality of component brands as evidence of quality to their own customers. Establishing a brand and reputation for quality of delivery is an essential part of successful business to business marketing.

Keywords: brand; branding; management; business to business (search for similar items in EconPapers)
JEL-codes: M21 M31 (search for similar items in EconPapers)
Date: 2013
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