TY  - BOOK
AU  - Glynn,Mark S.
AU  - Woodside,Arch G.
TI  - Business-to-business brand management: theory, research and executive case study exercises 
T2  - Advances in business marketing and purchasing,
SN  - 9781848556713
AV  - HD69.B7 B875 2009eb
U1  - 658.827 22
PY  - 2009///
CY  - Bingley, UK
PB  - JAI Press
KW  - Brand name products
KW  - Management
KW  - Industrial marketing
KW  - Product management
KW  - Produits de marque
KW  - Gestion
KW  - Marketing industriel
KW  - Produits commerciaux
KW  - Sales & marketing management
KW  - bicssc
KW  - Sales & marketing
KW  - Business & Economics
KW  - Marketing
KW  - General
KW  - bisacsh
KW  - Gestion d'entreprises
KW  - eclas
KW  - Business and Management
KW  - eflch
KW  - fast
KW  - Markenpolitik
KW  - gnd
KW  - Produktmanagement
KW  - Electronic books
N1  - 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
N2  - 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
UR  - https://search.ebscohost.com/login.aspx?direct=true&scope=site&db=nlebk&AN=287701
ER  -