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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| Other Authors | , |
|---|---|
| Format | Electronic eBook |
| Language | English |
| Published |
Bingley, UK :
JAI Press,
2009.
|
| Series | Advances in business marketing and purchasing ;
v. 15. |
| Subjects | |
| Online Access | Full text |
| ISBN | 9781848556713 1848556713 9781848556706 |
| ISSN | 1069-0964 ; |
| DOI | 10.1108/S1069-0964(2009)15 |
| Physical Description | 1 online resource (xi, 489 p.) : ill. |
Cover
| LEADER | 00000cam a2200000Ia 4500 | ||
|---|---|---|---|
| 001 | em-ocn505118799 | ||
| 003 | OCoLC | ||
| 005 | 20100927033606.0 | ||
| 006 | m o d | ||
| 007 | cr ||||||||||| | ||
| 008 | 090425s2009 enka ob 001 0 eng d | ||
| 020 | |a 9781848556713 |q (electronic bk.) | ||
| 020 | |a 1848556713 |q (electronic bk.) | ||
| 020 | |z 9781848556706 |q (hbk.) | ||
| 040 | |a CaPaEBR |b eng |c UBY |d N$T |d OCLCQ |d EBLCP |d YDXCP |d ZJC | ||
| 080 | |a 339.1 | ||
| 082 | 0 | 4 | |a 658.827 |2 22 |
| 245 | 0 | 0 | |a Business-to-business brand management |h [electronic resource] : |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 resource (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. | ||
| 650 | 0 | |a Brand name products |x Management. | |
| 650 | 0 | |a Industrial marketing. | |
| 650 | 0 | |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=https://doi.org/10.1108/S1069-0964(2009)15 |