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...

Descripción completa

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
Tabla de Contenidos:
  • 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.

Ejemplares similares