The existing body of research knowledge on brand management has been predominantly
derived from business-to-consumer markets, particularly fast moving consumer goods and …

An effective supplier selection process is very important to the success of any manufacturing
organization. The main objective of supplier selection process is to reduce purchase risk …

Originally published in 1992 and now with an updated Preface this book analyses the
development of innovations using a network perspective. The book offers practical …

A model is developed to examine the relationships among marketing-mix efforts (channel
performance, value-oriented price, promotion, and after-sales service), corporate image …

Brands have been developed by consumer companies but have been slow to develop in
business-to-business marketing. This article explains the concept of brand equity in a …

The level of complexity and inherent perceived risk involved in customer relationships in
high-technology markets leads to an intricate interplay of factors determining commitment …

This third edition of Strategic Marketing Management confirms it as the classic textbook on
the subject. Its step-by-step approach provides comprehensive coverage of the five key …

In increasingly competitive markets, branding is of growing interest to business-to-business
(B2B) firms. Despite an increased interest in branding, and the predominance of branding in …

This article analyzes and summarizes the 25 years of research on organizational buying
behavior that followed the seminal works of Robinson, Faris, and Wind (1967), Webster and …

The creation of value is admittedly a critical task for marketers regardless of industry. This
paper focuses on a type of value that has traditionally been perceived as irrelevant to …