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

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Resource type: Ressourcentyp: Buch (Online)Buch (Online)Sprache: Englisch Reihen: Advances in business marketing and purchasing ; volume 15Verlag: Bingley, UK : JAI Press, 2009Beschreibung: Online-RessourceISBN:

9781848556713
1848556713
9781848556706

Schlagwörter:

Andere physische Formen: 9781848556706 | Erscheint auch als: Business-to-business brand management. Druck-Ausgabe. 1st ed. Bingley [u.a.] : Emerald, 2009. XI, 489 S.DDC-Klassifikation:

658.827

RVK: RVK: QP 600DOI: DOI: 10.1108/S1069-0964%282009%2915Online-Ressourcen:

Zusammenfassung: 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 Blomb(c)·ack -- 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. WoodsideZusammenfassung: 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 notePPN: PPN: 1650783256Package identifier: Produktsigel: ZDB-55-BME | ZDB-1-BMEN | ZDB-1-EPB | ZDB-1-EPB-ebook | ZDB-55-ELD

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