Business-to-Business Brand Management
eBook - PDF

Business-to-Business Brand Management

  1. 504 pages
  2. English
  3. PDF
  4. Available on iOS & Android
eBook - PDF

Business-to-Business Brand Management

About this book

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.

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Yes, you can access Business-to-Business Brand Management by Mark S. Glynn,Arch G. Woodside, Mark S. Glynn, Arch G. Woodside in PDF and/or ePUB format, as well as other popular books in Business & Sales. We have over one million books available in our catalogue for you to explore.

Information

Publisher
Emerald Group Publishing Limited
Year
2009
Print ISBN
9781848556706
eBook ISBN
9781848556713
Topic
Business
Subtopic
Sales
Index
Business

Table of contents

  1. Front cover
  2. Business-to-Business Brand Management: Theory, Research and Executive Case Study Exercises
  3. Copyright page
  4. Contents
  5. List of Contributors
  6. Editorial review board
  7. Editors’ biographical sketches
  8. Chapter 1. Effective business-to-business brand strategies: introduction to business-to-business brand management
  9. Chapter 2. Building a strong business-to-business brand
  10. Chapter 3. Manufacturer brand benefits: mixed methods scaling
  11. Chapter 4. Building brand equity between manufacturers and retailers
  12. Chapter 5. Managing business-to-business service brands
  13. Chapter 6. Brand meaning and impact in subcontractor contexts
  14. Chapter 7. Brand image, corporate reputation, and customer value
  15. Chapter 8. Enacted internal branding: theory, practice, and an experiential learning case study of an Austrian B2B company
  16. Chapter 9. Pricing theory and practice in managing business-to-business brands
  17. Subject Index