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In-branding: development of a conceptual model.
- Article from:
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Academy of Marketing Studies Journal
- Article date:
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July 1, 2007
- Author:
- Luczak, Cheryl A.; Pfoertsch, Waldemar; Beuk, Frederick; Chandler, Jennifer D.
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Copyright informationCOPYRIGHT 2007 The DreamCatchers Group, LLC. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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ABSTRACT
With the rapid changes in the global economy and the sophistication of the customers, industrial businesses are being forced to employ more active marketing and branding strategies, strategies that will provide them with the opportunity to be faster and more flexible in responding to the changing competitive conditions in the supplier industry and to constantly changing customer needs. The purpose of this article is to introduce and differentiate ingredient branding from other branding opportunities, specifically, distinguish co-branding from ingredient branding, then, postulate InBranding as a new term for ingredient branding with special emphasis on the ...