Frederick Webster

Independent

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Scholarly Papers (2)

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1.

A Roadmap for Branding Industrial Markets

Number of pages: 30 Posted: 14 Apr 2004
Kevin Lane Keller and Frederick Webster
Dartmouth College - Tuck School of Business and Independent
Downloads 3,369 (4,764)
Citation 5

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Business-to-business branding, industrial brands, industrial marketing, strategic brand management

2.

The Role of Marketing in the Corporation: A Perpetual Work in Progress

Tuck School of Business Working Paper No. 2004-07
Number of pages: 71 Posted: 14 Apr 2004
Frederick Webster, Alan J. Malter and Shankar Ganesan
Independent, University of Arizona - Eller College of Management and University of Arizona - Department of Marketing
Downloads 1,937 (11,737)
Citation 25

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Marketing, Marketing performance, Marketing strategy