Business-to-business brand management theory, research and executive case study exercises

• Other Authors: Glynn, Mark S., Woodside, Arch G.
• Format: eBook
• Language: English
• Published: Bingley, UK : JAI Press, 2009.
• Series: Advances in business marketing and purchasing ; v. 15.
• Subjects: Brand name products > Management.; Industrial marketing.; Product management.; elektronické knihy; electronic books
• ISBN: 9781848556713; 1848556713; 9781848556706
• Physical Description: 1 online zdroj (xi, 489 p.) : ill.
• ISSN: 1069-0964
• Access: Plný text je dostupný pouze z IP adres počítačů Univerzity Tomáše Bati ve Zlíně nebo vzdáleným přístupem pro zaměstnance a studenty univerzity

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.