UID:
almahu_9949069178902882
Format:
1 online resource (xi, 489 p.) :
,
ill.
ISBN:
9781848556713 (electronic bk.) :
,
1848556713 (electronic bk.) :
Series Statement:
Advances in business marketing and purchasing, v. 15
Content:
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.
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.
Additional Edition:
Print version: Business-to-business brand management. Bingley : JAI Press, 2009 ISBN 9781848556706
Language:
English
Subjects:
Economics
Keywords:
Aufsatzsammlung
URL:
https://www.emerald.com/insight/publication/doi/10.1108/S1069-0964(2009)15
URL:
Volltext
(URL des Erstveröffentlichers)
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