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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...
| Clasificación: | Libro Electrónico |
|---|---|
| Otros Autores: | , |
| Formato: | Electrónico eBook |
| Idioma: | Inglés |
| Publicado: |
Bingley, UK :
JAI Press,
2009.
|
| Colección: | Advances in business marketing & purchasing ;
v. 15. |
| Temas: | |
| Acceso en línea: | Texto completo |
MARC
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| 245 | 0 | 0 | |a Business-to-business brand management : |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 pages) : |b illustrations | ||
| 336 | |a text |b txt |2 rdacontent | ||
| 337 | |a computer |b c |2 rdamedia | ||
| 338 | |a online resource |b cr |2 rdacarrier | ||
| 490 | 1 | |a Advances in business marketing and purchasing, |x 1069-0964 ; |v v. 15 | |
| 504 | |a Includes bibliographical references and index. | ||
| 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. | ||
| 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. | |
| 588 | 0 | |a Print version record. | |
| 590 | |a Emerald Insight |b Emerald All Book Titles | ||
| 650 | 0 | |a Brand name products |x Management. | |
| 650 | 0 | |a Industrial marketing. | |
| 650 | 0 | |a Product management. | |
| 650 | 6 | |a Produits de marque |x Gestion. | |
| 650 | 6 | |a Marketing industriel. | |
| 650 | 6 | |a Produits commerciaux |x Gestion. | |
| 650 | 7 | |a Sales & marketing management. |2 bicssc | |
| 650 | 7 | |a Sales & marketing. |2 bicssc | |
| 650 | 7 | |a Business & Economics |x Marketing |x General. |2 bisacsh | |
| 650 | 7 | |a Gestion d'entreprises. |2 eclas | |
| 650 | 7 | |a Business and Management. |2 eflch | |
| 650 | 7 | |a Brand name products |x Management. |2 fast |0 (OCoLC)fst00837891 | |
| 650 | 7 | |a Industrial marketing. |2 fast |0 (OCoLC)fst00971345 | |
| 650 | 7 | |a Product management. |2 fast |0 (OCoLC)fst01078225 | |
| 650 | 7 | |a Markenpolitik |2 gnd | |
| 650 | 7 | |a Produktmanagement |2 gnd | |
| 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 |
| 776 | 0 | 8 | |i Online version: |t Business-to-business brand management. |d Bingley, UK : JAI Press, 2009 |w (OCoLC)761347600 |
| 830 | 0 | |a Advances in business marketing & purchasing ; |v v. 15. | |
| 856 | 4 | 0 | |u https://emerald.uam.elogim.com/insight/publication/doi/10.1108/S1069-0964(2009)15 |z Texto completo |
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