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

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

Focuses on sensemaking, decisions, actions, and evaluating outcomes relating to managing business-to-business brands including product and service brands. This book features chapters that address aspects of the marketing mix for business-to-business and industrial marketers. It includes papers that...

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Hauptverfasser: Glynn, Mark S, Woodside, Arch G
Format: Buch
Sprache:eng
Schlagworte:
Brand name products
Industrial marketing
Lieferantenmanagement
Markenführung
Product management
Unternehmensdienstleistung
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creator Glynn, Mark S
Woodside, Arch G
description Focuses on sensemaking, decisions, actions, and evaluating outcomes relating to managing business-to-business brands including product and service brands. This book features chapters that address aspects of the marketing mix for business-to-business and industrial marketers. It includes papers that provide brand management insights for managers.
format Book
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source Emerald Books Business Management And Economics
subjects Brand name products
Industrial marketing
Lieferantenmanagement
Markenführung
Product management
Unternehmensdienstleistung
title Business-to-business brand management: theory, research and executive case study exercises
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