Business-to-business brand management : theory, research and executive case study exercises
著者
書誌事項
Business-to-business brand management : theory, research and executive case study exercises
（Advances in business marketing and purchasing, v. 15）
Emerald/JAI, 2009
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注記
Includes bibliographical references and index
収録内容
- Effective business-to-business brand strategies : introduction to business-to-business brand management / Mark S. Glynn and 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 and Carmen Cox
- Managing business-to-business service brands / Donna F. Davis, Susan L. Golicic and Adam Marquardt
- Brand meaning and impact in subcontractor contexts / Anna Blombäck
- Brand image, corporate reputation, and customer value / Anca E. Cretu and Roderick J. Brodie
- Enacted internal branding : theory, practice, and an experiential learning case study of an Austrian B2B company / Sylvia von Wallpach and Arch G. Woodside
- Pricing theory and practice in managing business-tobusiness brands / Gerald E. Smith and Arch G. Woodside
