Communicating Industrial Brand Value in the Global Marketplace: An Integrated Marketing Communications Perspective–Abstract

Abstract

Research examining the concept of branding is central to marketing theory; however, the examination has focused almost exclusively on consumer markets. The relative omission of branding research in the industrial literature parallels management practice in the industrial marketplace. Gertsman (1999) notes that business-to-business marketers have traditionally been less sophisticated in the recognition and communication of a clear branding strategy. Evidence suggests however, that both practitioners and researchers are beginning to recognize the need for an enhanced focus on brand building for industrial concerns (Mudambi, Doyle and Wong 1997; Thompson, Knox, and Mitchell 1998).