Business-to-business brand management : theory, research and executive case study exercises
Author(s)
Bibliographic Information
Business-to-business brand management : theory, research and executive case study exercises
（Advances in business marketing and purchasing, v. 15）
Emerald/JAI, 2009
Available at / 16 libraries
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Note
Includes bibliographical references and index
Contents of Works
- 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
Description and Table of Contents
Description
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 the following B2B brand management issues: Building a Strong B2B Brand; Building a Strong Brand to Resellers; B2B Brand Equity - Theory, Measurement, and Strategy; Effective Strategies for B2B Service Brands; Brand Meaning and its Impact in Subcontractor Contexts; Brand Image, Corporate Reputation, and Customer Value; Internal Branding Theory, Research, and Practice; and, Pricing Theory and Strategy Applications in B2B Brand Management. Collectively these chapters address most aspects of the marketing mix for business-to-business and industrial marketers. 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.
Table of Contents
List of Contributors.
EDITORIAL REVIEW BOARD.
Editors' biographical sketches.
Chapter 1 Effective business-to-business brand strategies: introduction to business-to-business brand management.
Chapter 2 Building a strong business-to-business brand.
Chapter 3 Manufacturer brand benefits: mixed methods scaling.
Chapter 4 Building brand equity between manufacturers and retailers.
Chapter 5 Managing business-to-business service brands.
Chapter 6 Brand meaning and impact in subcontractor contexts.
Chapter 7 Brand image, corporate reputation, and customer value.
Chapter 8 Enacted internal branding: theory, practice, and an experiential learning case study of an Austrian B2B company.
Chapter 9 Pricing theory and practice in managing business-to-business brands.
Subject Index.
Advances in business marketing and purchasing.
Business-to-business brand management: Theory, research and executive case study exercises.
Copyright page.
by "Nielsen BookData"
