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Item Details
Title: BUSINESS-TO-BUSINESS BRAND MANAGEMENT
By: Mark S. Glynn (Editor), Arch G. Woodside (Editor)
Format: Electronic book text

List price: £94.99


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ISBN 10: 1848556713
ISBN 13: 9781848556713
Publisher: EMERALD PUBLISHING LIMITED
Pub. date: 19 June, 2009
Series: Advances in Business Marketing and Purchasing 15
Pages: 504
Description: Focuses on sensemaking, decisions, actions, and evaluating outcomes relating to managing business-to-business brands including product and service brands. This book features chapters that address aspects of the marketing mix for business-to-business and industrial marketers. It includes papers that provide brand management insights for managers.
Synopsis: 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.
Publication: UK
Imprint: Emerald Publishing Limited
Returns: Non-returnable
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ADVANCES IN BUSINESS MARKETING (HB)
ADVANCES IN BUSINESS MARKETING (HB)
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ADVANCES IN CULTURE, TOURISM AND HOSPITALITY RESEARCH
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ADVANCES IN CULTURE, TOURISM AND HOSPITALITY RESEARCH (HB)
BAD TO GOOD
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BRAND CHOICE (HB)
BUSINESS-TO-BUSINESS BRAND MANAGEMENT (HB)
BUSINESS-TO-BUSINESS MARKETING MANAGEMENT
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CASE STUDIES FOR INDUSTRIAL AND BUSINESS MARKETING (HB)
CASE STUDY RESEARCH
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CONSUMER BEHAVIOR IN TOURISM AND HOSPITALITY RESEARCH
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CONSUMER BEHAVIOR IN TOURISM AND HOSPITALITY RESEARCH (HB)
CONSUMER PSYCHOLOGY OF TOURISM, HOSPITALITY AND LEISURE, VOLUME 1 (HB)
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CREATING AND MANAGING INTERNATIONAL JOINT VENTURES (HB)
CREATING AND MANAGING SUPERIOR CUSTOMER VALUE
CREATING AND MANAGING SUPERIOR CUSTOMER VALUE (HB)
DEEP KNOWLEDGE OF B2B RELATIONSHIPS WITHIN AND ACROSS BORDERS
DEEP KNOWLEDGE OF B2B RELATIONSHIPS WITHIN AND ACROSS BORDERS (HB)
DESIGNING WINNING PRODUCTS
DESIGNING WINNING PRODUCTS (HB)
E-SERVICES ADOPTION
E-SERVICES ADOPTION
E-SERVICES ADOPTION (HB)
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ESSAYS BY DISTINGUISHED MARKETING SCHOLARS OF THE SOCIETY FOR MARKETING ADVANCES
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EVALUATING MARKETING ACTIONS AND OUTCOMES
EVALUATING MARKETING ACTIONS AND OUTCOMES (HB)
FIELD GUIDE TO CASE STUDY RESEARCH IN BUSINESS-TO-BUSINESS MARKETING AND PURCHASING
FIELD GUIDE TO CASE STUDY RESEARCH IN BUSINESS-TO-BUSINESS MARKETING AND PURCHASING (HB)
FIELD GUIDE TO CASE STUDY RESEARCH IN TOURISM, HOSPITALITY AND LEISURE
FIELD GUIDE TO CASE STUDY RESEARCH IN TOURISM, HOSPITALITY AND LEISURE (HB)
GETTING BETTER AT SENSEMAKING
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IMPROVING THE MARRIAGE OF MODELLING AND THEORY FOR ACCURATE FORECASTS OF OUTCOMES
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INNOVATION AND DIFFUSION OF SOFTWARE TECHNOLOGY
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INTERFIRM BUSINESS-TO-BUSINESS NETWORKS
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LUXURY FASHION AND CULTURE
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MAKING TOUGH DECISIONS WELL AND BADLY
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MANAGING PRODUCT INNOVATION
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MARKET-DRIVEN THINKING
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MARKETING PLACES AND SPACES
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ORGANIZATIONAL CULTURE, BUSINESS-TO-BUSINESS RELATIONSHIPS, AND INTERFIRM NETWORKS
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PERSPECTIVES ON CROSS-CULTURAL, ETHNOGRAPHIC, BRAND IMAGE, STORYTELLING, UNCONSCIOUS NEEDS, AND HOSPITALITY GUEST RESEARCH
PERSPECTIVES ON CROSS-CULTURAL, ETHNOGRAPHIC, BRAND IMAGE, STORYTELLING, UNCONSCIOUS NEEDS, AND HOSPITALITY GUEST RESEARCH (HB)
STORYTELLING-CASE ARCHETYPE DECODING AND ASSIGNMENT MANUAL (SCADAM)
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SUSTAINING COMPETITIVE ADVANTAGE VIA BUSINESS INTELLIGENCE, KNOWLEDGE MANAGEMENT, AND SYSTEM DYNAMICS
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TOURISTS' BEHAVIORS AND EVALUATIONS
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TRADE TALES
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TRAINING EXERCISES FOR IMPROVING SENSEMAKING SKILLS (HB)
VISIONARY PRICING
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