Positionierung von Corporate Brands: Herausforderungen in Veränderungsprozessen von B-to-B Unternehmen 2018 (German)In: B-to-B-Markenführung [B-to-B Brand Management] / [ed] Prof. Dr. Carsten Baumgarth, Springer Gabler, 2018, 2, p. 241-260Chapter in book (Other academic)

Place, publisher, year, edition, pages

Springer Gabler, 2018, 2. p. 241-260

Keywords [en]

Brand management, Corporate brand positioning, mangament change, challenges

National Category

Business Administration

Identifiers

URN: urn:nbn:se:hkr:diva-22253Libris ID: lvxxz9ccj66qnm71ISBN: 9783658050962 (print)OAI: oai:DiVA.org:hkr-22253DiVA, id: diva2:1582412

Note

Translated chaptertitle and subtitle:

Positionierung von Corporate Brands [Positioning Corporate Brands] - Herausforderungen in Veränderungsprozessen von B-to-B Unternehmen [Change Management Challenges]

Translated book title: B-to-B-Markenführung [B-to-B Brand Management]

Available from: 2021-08-01 Created: 2021-08-01 Last updated: 2021-08-09Bibliographically approved

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Koch, Christian

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Department of BusinessResearch environment Governance, Regulation, Internationalization and Performance (GRIP

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