Business-to-business brand management : theory, research and executive case study exercises / edited by Mark S. Glynn, Arch G. Woodside.
Material type: TextSeries: Advances in business marketing & purchasing ; v. 15.Publication details: Bingley, UK : JAI Press, 2009.Description: 1 online resource (xi, 489 pages) : illustrationsContent type:- text
- computer
- online resource
- 9781848556713
- 1848556713
- Brand name products -- Management
- Industrial marketing
- Product management
- Produits de marque -- Gestion
- Marketing industriel
- Produits commerciaux -- Gestion
- Sales & marketing management
- Sales & marketing
- Business & Economics -- Marketing -- General
- Gestion d'entreprises
- Business and Management
- Brand name products -- Management
- Industrial marketing
- Product management
- Markenpolitik
- Produktmanagement
- 658.827 22
- HD69.B7 B875 2009eb
Item type | Home library | Collection | Call number | Materials specified | Status | Date due | Barcode | |
---|---|---|---|---|---|---|---|---|
Electronic-Books | OPJGU Sonepat- Campus | E-Books EBSCO | Available |
Includes bibliographical references and index.
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.
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.
Print version record.
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