Business-to-business brand management [electronic resource] : theory, research and executive case study exercises / edited by Mark S. Glynn, Arch G. Woodside.
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TextSeries: Advances in business marketing and purchasing ; v. 15.Publication details: Bingley, UK : JAI Press, 2009Description: 1 online resource (xi, 489 p.) : illISBN: 9781848556713 (electronic bk.) :; 1848556713 (electronic bk.) :Subject(s): Brand name products -- Management | Industrial marketing | Product management | Sales & marketing management | Sales & marketing | Business & Economics -- Marketing -- GeneralAdditional physical formats: Print version:: Business-to-business brand management.DDC classification: 658.827 LOC classification: HD69.B7 | B875 2009Online resources: Click here to access online | Item type | Current library | Call number | URL | Status | Date due | Barcode | Item holds |
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Digital Library
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| HD66 .T56 2004 Time in groups | HD66 .T645 2002 Toward phenomenology of groups and group membership | HD66 .V57 2001 Virtual teams | HD69.B7 B875 2009 Business-to-business brand management | HD69.B7 P64 2018 Managing brands in 4D : | HD69.P75 .B63 2017 Megaproject risk analysis and simulation : | HD69.P75 D433 2008 Decision-making on mega-projects |
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.
Description based on print version record.
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