Coverart for item
The Resource Business-to-business brand management : theory, research and executive case study exercises, edited by Mark S. Glynn, Arch G. Woodside, (electronic book)

Business-to-business brand management : theory, research and executive case study exercises, edited by Mark S. Glynn, Arch G. Woodside, (electronic book)

Label
Business-to-business brand management : theory, research and executive case study exercises
Title
Business-to-business brand management
Title remainder
theory, research and executive case study exercises
Statement of responsibility
edited by Mark S. Glynn, Arch G. Woodside
Contributor
Subject
Language
eng
Summary
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
Member of
Cataloging source
CaPaEBR
Dewey number
658.827
Illustrations
illustrations
Index
index present
LC call number
HD69.B7
LC item number
B875 2009
Literary form
non fiction
Nature of contents
  • dictionaries
  • bibliography
http://library.link/vocab/relatedWorkOrContributorName
  • Glynn, Mark S
  • Woodside, Arch G
Series statement
Advances in business marketing and purchasing
Series volume
15
http://library.link/vocab/subjectName
  • Brand name products
  • Industrial marketing
  • Product management
Label
Business-to-business brand management : theory, research and executive case study exercises, edited by Mark S. Glynn, Arch G. Woodside, (electronic book)
Instantiates
Publication
Antecedent source
unknown
Bibliography note
Includes bibliographical references and index
Color
multicolored
Contents
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
Control code
ocn505118799
Dimensions
unknown
Extent
1 online resource (xi, 489 p.)
File format
unknown
Form of item
online
Isbn
9781848556713
Level of compression
unknown
Other physical details
ill.
Quality assurance targets
not applicable
Reformatting quality
unknown
Sound
unknown sound
Specific material designation
remote
Label
Business-to-business brand management : theory, research and executive case study exercises, edited by Mark S. Glynn, Arch G. Woodside, (electronic book)
Publication
Antecedent source
unknown
Bibliography note
Includes bibliographical references and index
Color
multicolored
Contents
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
Control code
ocn505118799
Dimensions
unknown
Extent
1 online resource (xi, 489 p.)
File format
unknown
Form of item
online
Isbn
9781848556713
Level of compression
unknown
Other physical details
ill.
Quality assurance targets
not applicable
Reformatting quality
unknown
Sound
unknown sound
Specific material designation
remote

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