Business-to-Business Brand Management (Hardcover, New)

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.

General

Imprint:	Emerald Publishing Limited
Country of origin:	United Kingdom
Series:	Advances in Business Marketing and Purchasing
Release date:	June 2009
First published:	2009
Editors:	Mark S. Glynn • Arch G. Woodside
Dimensions:	229 x 152 x 27mm (L x W x T)
Format:	Hardcover
Pages:	504
Edition:	New
ISBN-13:	978-1-84855-670-6
Categories:	Books > Business & Economics > Business & management > Sales & marketing > Sales & marketing management Promotions
LSN:	1-84855-670-5
Barcode:	9781848556706

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