@inbook{bda0787d588b4386b089e52c4d19e385,
title = "Positionierung von Corporate Brands: Herausforderungen in Ver{\"a}nderungsprozessen von B-to-B Unternehmen",
keywords = "brand management, challenges, corporate brand positioning, mangament change",
author = "Christian Koch",
year = "2018",
language = "Tyska",
isbn = "9783658050962",
pages = "241--260",
editor = "Prof. Dr.",
booktitle = "B-to-B-Markenf{\"u}hrung [B-to-B Brand Management]",
publisher = "Springer Gabler",
address = "Tyskland",
edition = "2",
}