Title: Business-to-business brand management
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.
Subjects: Markenpolitik, Brand name products, Business and Management, Marketing, Industrial marketing, General, Sales & marketing management, Management, Sales & marketing, Product management, Business & Economics, Produktmanagement, Economics, Business