TY  - JOUR
AB  - GE, Sony, Hallmark, Intel, Xerox, Procter & Gamble, IBM, some of these corporations dominate the business‐to‐consumer space. Others, business‐to‐business. What they have in common goes far beyond the fact that they are great companies or the fact that their great brands command a tremendous amount of equity.
VL  - 5
IS  - 1
SN  - 1077-5730
DO  - 10.1108/10775730410494143
UR  - https://doi.org/10.1108/10775730410494143
AU  - Dunn Michael
AU  - Davis Scott
PY  - 2004
Y1  - 2004/01/01
TI  - Creating the brand‐driven business: it’s the CEO who must lead the way
T2  - Handbook of Business Strategy
PB  - Emerald Group Publishing Limited
SP  - 243
EP  - 248
Y2  - 2024/04/24
ER  -