... in behaviour and attitudes are associated with company size and respondent professional/work expertise. In particular, smaller businesses tend to be customer oriented, but often not market oriented. Small to medium‐sized enterprizes Entrepreneurialism Business‐to‐business marketing Computer software...

... be conceptualised and measured are offered. A revised brand equity model for B2B application is also presented. © Emerald Group Publishing Limited 2008 Business‐to‐business marketing Brand equity Buying behaviour Powerful brands create meaningful images in the minds of customers (Keller, 1993...

... where there are complexities other than the straight business purpose of the partnership. Relationship marketing Trust Business‐to‐business marketing © Emerald Group Publishing Limited 2004 Study one used a convergent interviewing methodology (Dick, 1990) to explore the major...