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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Detalles Bibliográficos
Clasificación:Libro Electrónico
Otros Autores: Glynn, Mark S., Woodside, Arch G.
Formato: Electrónico eBook
Idioma:Inglés
Publicado: Bingley, UK : JAI Press, 2009.
Colección:Advances in business marketing & purchasing ; v. 15.
Temas:
Brand name products > Management.
Industrial marketing.
Product management.
Produits de marque > Gestion.
Marketing industriel.
Produits commerciaux > Gestion.
Sales & marketing management.
Sales & marketing.
Business & Economics > Marketing > General.
Gestion d'entreprises.
Business and Management.
Markenpolitik
Produktmanagement
Acceso en línea:Texto completo
Descripción
Sumario: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.
Descripción Física:1 online resource (xi, 489 pages) : illustrations
Bibliografía:Includes bibliographical references and index.
ISBN:9781848556713
1848556713
ISSN:1069-0964 ;

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