Winning hearts and minds: business-to-business branding and the role of the salesperson
Article Abstract:
The use of brand communication by salespersons to effectively convey the brand values to customer is analyzed. The sales strategies that can facilitate better customer relationship and promote business-to-business branding are examined.
Publisher: Harcourt Brace & Company Ltd.
Publication Name: Journal of Marketing Management
Subject: Business
ISSN: 0267-257X
Year: 2007
Marketing procedures, Ireland, Advertising, Advertising and Related Services, Industrial Advertising, Sales Promotion, Marketing, Company marketing practices, Sales promotions, Marketing communications, Business-to-business advertising, Business to business advertising, Sales personnel, Salespeople, Customer relations, Brand equity
Publication Name: Journal of Marketing Management
Subject: Business
ISSN: 0267-257X
Year: 2007
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Involving stakeholders in developing corporate brands: the communication dimension
Article Abstract:
The importance of recognizing stakeholders' contribution in corporate brand development is analyzed. The communication strategies that can be used by firms to facilitate stakeholder involvement in corporate branding are discussed.
Publisher: Harcourt Brace & Company Ltd.
Publication Name: Journal of Marketing Management
Subject: Business
ISSN: 0267-257X
Year: 2007
Services development, Business communication, Company service development, Service development, Brand image, Brand identity, Stakeholders
Publication Name: Journal of Marketing Management
Subject: Business
ISSN: 0267-257X
Year: 2007
User Contributions:
Comment about this article or add new information about this topic:
Subjects list: United Kingdom, Methods, Management, Usage, Company business management
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