Business-to-business brand management
Subtitle: theory, research and executive case study exercises
By: edited by Mark S. Glynn, Arch G. Woodside
Series: Advances in business marketing and purchasing -- v. 15; Advances in business marketing & purchasing -- v. 15.
Publisher: JAI Press
Published: 2009
Place of publication: Bingley, UK
Language: eng
Format: [electronic resource] :
Number of pages: 489
ISBN-13: 9781848556713; 9781848556706
Subjects: Markenpolitik; Brand name products; Business and Management; Marketing; Industrial marketing; General; Sales & marketing management; Management; Sales & marketing; Product management; Business & Economics; Produktmanagement
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 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 note.
Notes: Includes bibliographical references and index.

Description based on print version record.
Table of contents: title: Effective business-to-business brand strategies: introduction to business-to-business brand management / Mark S. Glynn, Arch G. Woodside; title: Building a strong business-to-business brand / Kevin Lane Keller; title: Manufacturer brand benefits: mixed methods scaling / Mark S. Glynn; title: Building brand equity between manufacturers and retailers / Quan Tran, Carmen Cox; title: Managing business-to-business service brands / Donna F. Davis, Susan L. Golicic, Adam Marquardt; title: Brand meaning and impact in subcontractor contexts / Anna Blomba ck; title: Brand image, corporate reputation, and customer value / Anca E. Cretu, Roderick J. Brodie; title: Enacted internal branding: theory, practice, and an experiential learning case study of an Austrian B2B company / Sylvia von Wallpach, Arch G. Woodside; title: Pricing theory and practice in managing business-to-business brands / Gerald E. Smith, Arch G. Woodside.