1. IIMB-
  2. Students Scholar Bank
  3. PGP
  4. CCS
  5. 2019
Please use this identifier to cite or link to this item: https://repository.iimb.ac.in/handle/2074/20075
Title: B2B Branding: A Case of capital goods
Authors: Gupta, Shivam 
Keywords: B2B marketing;B2B brand;Capital goods
Issue Date: 2019
Publisher: Indian Institute of Management Bangalore
Series/Report no.: PGP_CCS_P19_156
Abstract: The report looks at a brand and specifically a B2B brand. The methodology used is literature review in the field of Business to Business Marketing, and Branding. The framework can be used for branding a B2B Capital Good, so see what supports the brand, how to command a price premium, and the role of networks and social media. It’s implications and limitations.
URI: https://repository.iimb.ac.in/handle/2074/20075
Appears in Collections:2019

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