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 Electronic eBook
LanguageEnglish
Published Bingley, UK : JAI Press, 2009.
SeriesAdvances in business marketing and purchasing ; v. 15.
Subjects
Brand name products > Management.
Industrial marketing.
Product management.
elektronické knihy
electronic books
Online AccessFull text
ISBN9781848556713
1848556713
9781848556706
ISSN1069-0964 ;
DOI10.1108/S1069-0964(2009)15
Physical Description1 online resource (xi, 489 p.) : ill.

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Table of Contents:
  • 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.

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