Risky Business: A Business-to-Business (B2B) Brand Management Review and Research Agenda

Research output: Chapter in Book/Report/Conference proceeding › Chapter

Original language	American English
Title of host publication	The Sage Handbook of Industrial Marketing
Editors	Adam Lindgreen, Thomas Fotiadis, Catherine Pardo, C. Anthony Di Benedetto, Dimitris Folinas, Pete Naudé
Publisher	SAGE Publications
Chapter	24
ISBN (Electronic)	9781036229474
ISBN (Print)	9781036201272
State	Published - 2025

Cite this

Risky Business: A Business-to-Business (B2B) Brand Management Review and Research Agenda. / Brown, Brian P.; Mudambi, Susan M.; Swani, Kunal.
The Sage Handbook of Industrial Marketing. ed. / Adam Lindgreen; Thomas Fotiadis; Catherine Pardo; C. Anthony Di Benedetto; Dimitris Folinas; Pete Naudé. SAGE Publications, 2025.

Research output: Chapter in Book/Report/Conference proceeding › Chapter

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language = "American English",

isbn = "9781036201272 ",

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AU - Brown, Brian P.

AU - Mudambi, Susan M.

AU - Swani, Kunal

PY - 2025

Y1 - 2025

M3 - Chapter

SN - 9781036201272

BT - The Sage Handbook of Industrial Marketing

A2 - Lindgreen, Adam

A2 - Fotiadis, Thomas

A2 - Pardo, Catherine

A2 - Di Benedetto, C. Anthony

A2 - Folinas, Dimitris

A2 - Naudé, Pete

PB - SAGE Publications

ER -