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...
Gespeichert in:
| Format: | Elektronisch E-Book |
|---|---|
| Sprache: | English |
| Veröffentlicht: |
Bingley, UK
JAI Press
2009
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| Schriftenreihe: | Advances in business marketing and purchasing
v. 15 |
| Schlagworte: | |
| Online-Zugang: | DE-634 DE-1043 DE-M347 DE-523 DE-91 DE-473 DE-19 DE-355 DE-703 DE-20 DE-706 DE-824 DE-29 DE-739 DE-1046 URL des Erstveröffentlichers |
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Inhaltsangabe:
- 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