Business-to-business brand management
Business-to-business brand management theory, research and executive case study exercises / [electronic resource] :
edited by Mark S. Glynn, Arch G. Woodside.
- Bingley, UK : JAI Press, 2009.
- 1 online resource (xi, 489 p.) : ill.
- Advances in business marketing and purchasing, v. 15 1069-0964 ; .
- Advances in business marketing and purchasing ; v. 15. .
Includes bibliographical references and index.
Effective business-to-business brand strategies: introduction to business-to-business brand management / Mark S. Glynn, Arch G. Woodside -- Building a strong business-to-business brand / Kevin Lane Keller -- Manufacturer brand benefits: mixed methods scaling / Mark S. Glynn -- Building brand equity between manufacturers and retailers / Quan Tran, Carmen Cox -- Managing business-to-business service brands / Donna F. Davis, Susan L. Golicic, Adam Marquardt -- Brand meaning and impact in subcontractor contexts / Anna Blombäck -- Brand image, corporate reputation, and customer value / Anca E. Cretu, Roderick J. Brodie -- Enacted internal branding: theory, practice, and an experiential learning case study of an Austrian B2B company / Sylvia von Wallpach, Arch G. Woodside -- Pricing theory and practice in managing business-to-business brands / Gerald E. Smith, Arch G. Woodside.
Providing broad and deep coverage, this volume focuses on sensemaking, decisions, actions, and evaluating outcomes relating to managing business-to-business brands including both product and service brands. This book goes well beyond basic marketing textbooks to provide extensive reviews of relevant studies, original research reports, and in-depth implications for B2B brand management issues. Each of the papers provides valuable brand management insights for managers. The chapters are original contributions by leading scholars and B2B brand managers; each chapter following the introductory chapter includes a brand management problem-exercise with a separate instructor's note.
9781848556713 (electronic bk.) : £84.95 ; € 129.95 ; $164.95 1848556713 (electronic bk.) : £84.95 ; € 129.95 ; $164.95
Brand name products--Management.
Industrial marketing.
Product management.
Sales & marketing management.
Sales & marketing.
Business & Economics--Marketing--General.
HD69.B7 / B875 2009
658.827
339.1
Includes bibliographical references and index.
Effective business-to-business brand strategies: introduction to business-to-business brand management / Mark S. Glynn, Arch G. Woodside -- Building a strong business-to-business brand / Kevin Lane Keller -- Manufacturer brand benefits: mixed methods scaling / Mark S. Glynn -- Building brand equity between manufacturers and retailers / Quan Tran, Carmen Cox -- Managing business-to-business service brands / Donna F. Davis, Susan L. Golicic, Adam Marquardt -- Brand meaning and impact in subcontractor contexts / Anna Blombäck -- Brand image, corporate reputation, and customer value / Anca E. Cretu, Roderick J. Brodie -- Enacted internal branding: theory, practice, and an experiential learning case study of an Austrian B2B company / Sylvia von Wallpach, Arch G. Woodside -- Pricing theory and practice in managing business-to-business brands / Gerald E. Smith, Arch G. Woodside.
Providing broad and deep coverage, this volume focuses on sensemaking, decisions, actions, and evaluating outcomes relating to managing business-to-business brands including both product and service brands. This book goes well beyond basic marketing textbooks to provide extensive reviews of relevant studies, original research reports, and in-depth implications for B2B brand management issues. Each of the papers provides valuable brand management insights for managers. The chapters are original contributions by leading scholars and B2B brand managers; each chapter following the introductory chapter includes a brand management problem-exercise with a separate instructor's note.
9781848556713 (electronic bk.) : £84.95 ; € 129.95 ; $164.95 1848556713 (electronic bk.) : £84.95 ; € 129.95 ; $164.95
Brand name products--Management.
Industrial marketing.
Product management.
Sales & marketing management.
Sales & marketing.
Business & Economics--Marketing--General.
HD69.B7 / B875 2009
658.827
339.1