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

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...

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Bibliographic Details
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.

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Table of contents

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020 |a 9781848556713  |q (ebook) 
020 |a 1848556713  |q (ebook) 
020 |z 9781848556706  |q (hbk.) 
040 |a CaPaEBR  |c UBY  |b cze  |d ZLD002 
080 |a 339.1 
245 0 0 |a Business-to-business brand management  |h [elektronický zdroj] :  |b theory, research and executive case study exercises /  |c edited by Mark S. Glynn, Arch G. Woodside. 
260 |a Bingley, UK :  |b JAI Press,  |c 2009. 
300 |a 1 online zdroj (xi, 489 p.) :  |b ill. 
490 1 |a Advances in business marketing and purchasing,  |x 1069-0964 ;  |v v. 15 
504 |a Includes bibliographical references and index. 
505 0 |a 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. 
520 |a 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. 
588 |a Description based on print version record. 
504 |a Obsahuje bibliografie 
506 |a Plný text je dostupný pouze z IP adres počítačů Univerzity Tomáše Bati ve Zlíně nebo vzdáleným přístupem pro zaměstnance a studenty univerzity 
650 4 |a Brand name products  |x Management. 
650 4 |a Industrial marketing. 
650 4 |a Product management. 
655 7 |a elektronické knihy  |7 fd186907  |2 czenas 
655 9 |a electronic books  |2 eczenas 
700 1 |a Glynn, Mark S. 
700 1 |a Woodside, Arch G. 
776 0 8 |i Print version:  |t Business-to-business brand management.  |d Bingley : JAI Press, 2009  |z 9781848556706  |w (OCoLC)427610845 
830 0 |a Advances in business marketing and purchasing ;  |v v. 15. 
856 4 0 |u https://proxy.k.utb.cz/login?url=http://www.emeraldinsight.com/1069-0964/15  |y Plný text 
992 |a BK  |c EBOOK-TN  |c BME 
999 |c 70196  |d 70196 
993 |x NEPOSILAT  |y EIZ 

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