How does a licensing business manage its brand through third party B2B relationships

How does a licensing business manage its brand through third party B2B relationships

Brand licensing in the consumer product market is an interesting topic yet there has not been much research done about it. As a business type it requires understanding of both B2B and B2C markets as it consists of both B2B relationships and relationships with the consumers. Relationship management a...

Täydet tiedot

Bibliografiset tiedot
Päätekijä: Kivimaa, Onni
Muut tekijät: Jyväskylä University School of Business and Economics, Jyväskylän yliopiston kauppakorkeakoulu, Taloustieteet, Business and Economics, Jyväskylän yliopisto, University of Jyväskylä
Aineistotyyppi: Pro gradu
Kieli:eng
Julkaistu: 2022
Aiheet:
licensing
business relationship
Markkinointi
Marketing
20423
arvonluonti
brändit
markkinointi
yritysmarkkinointi
brändäys
suhdemarkkinointi
value creation
brands
marketing
business-to-business marketing
branding
relationship marketing
Linkit: https://jyx.jyu.fi/handle/123456789/80530

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