Business-to-business brand management: theory, research and executive case study exercises
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...
Gespeichert in:
| Format: | Elektronisch E-Book |
|---|---|
| Sprache: | English |
| Veröffentlicht: |
Bingley, UK
JAI Press
2009
|
| Schriftenreihe: | Advances in business marketing and purchasing
v. 15 |
| Schlagworte: | |
| Online-Zugang: | DE-634 DE-1043 DE-M347 DE-523 DE-91 DE-473 DE-19 DE-355 DE-703 DE-20 DE-706 DE-824 DE-29 DE-739 Volltext |
| Zusammenfassung: | 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 |
| Beschreibung: | 1 Online-Ressource (xi, 489 Seiten) ill |
| ISBN: | 1848556713 9781848556713 |
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Datensatz im Suchindex
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| contents | Effective business-to-business brand strategies: introduction to business-to-business brand management / Mark S. Glynn, Arch G. Woodside -- Building a strong business-to-business brand / Kevin Lane Keller -- Manufacturer brand benefits: mixed methods scaling / Mark S. Glynn -- Building brand equity between manufacturers and retailers / Quan Tran, Carmen Cox -- Managing business-to-business service brands / Donna F. Davis, Susan L. Golicic, Adam Marquardt -- Brand meaning and impact in subcontractor contexts / Anna Blombäck -- Brand image, corporate reputation, and customer value / Anca E. Cretu, Roderick J. Brodie -- Enacted internal branding: theory, practice, and an experiential learning case study of an Austrian B2B company / Sylvia von Wallpach, Arch G. Woodside -- Pricing theory and practice in managing business-to-business brands / Gerald E. Smith, Arch G. Woodside |
| ctrlnum | (ZDB-1-EPB)ocn505118799 (DE-599)BVBBV048845789 |
| discipline | Wirtschaftswissenschaften |
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| format | Electronic eBook |
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| index_date | 2024-07-03T21:39:04Z |
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| institution | BVB |
| isbn | 1848556713 9781848556713 |
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| record_format | marc |
| series2 | Advances in business marketing and purchasing |
| spelling | Business-to-business brand management theory, research and executive case study exercises edited by Mark S. Glynn, Arch G. Woodside Bingley, UK JAI Press 2009 1 Online-Ressource (xi, 489 Seiten) ill c rdamedia cr rdacarrier Advances in business marketing and purchasing v. 15 Effective business-to-business brand strategies: introduction to business-to-business brand management / Mark S. Glynn, Arch G. Woodside -- Building a strong business-to-business brand / Kevin Lane Keller -- Manufacturer brand benefits: mixed methods scaling / Mark S. Glynn -- Building brand equity between manufacturers and retailers / Quan Tran, Carmen Cox -- Managing business-to-business service brands / Donna F. Davis, Susan L. Golicic, Adam Marquardt -- Brand meaning and impact in subcontractor contexts / Anna Blombäck -- Brand image, corporate reputation, and customer value / Anca E. Cretu, Roderick J. Brodie -- Enacted internal branding: theory, practice, and an experiential learning case study of an Austrian B2B company / Sylvia von Wallpach, Arch G. Woodside -- Pricing theory and practice in managing business-to-business brands / Gerald E. Smith, Arch G. Woodside 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 Business & Economics Marketing Sales & marketing management Sales & marketing Brand name products Management Industrial marketing Product management Business-to-Business-Marketing (DE-588)4631075-7 gnd rswk-swf Markenpolitik (DE-588)4144679-3 gnd rswk-swf (DE-588)4143413-4 Aufsatzsammlung gnd-content Business-to-Business-Marketing (DE-588)4631075-7 s Markenpolitik (DE-588)4144679-3 s DE-604 Glynn, Mark S. Sonstige oth Woodside, Arch G. Sonstige oth Erscheint auch als Druck-Ausgabe Business-to-business brand management Bingley : JAI Press, 2009 9781848556706 https://www.emerald.com/insight/publication/doi/10.1108/S1069-0964(2009)15 Verlag URL des Erstveröffentlichers Volltext |
| spellingShingle | Business-to-business brand management theory, research and executive case study exercises Effective business-to-business brand strategies: introduction to business-to-business brand management / Mark S. Glynn, Arch G. Woodside -- Building a strong business-to-business brand / Kevin Lane Keller -- Manufacturer brand benefits: mixed methods scaling / Mark S. Glynn -- Building brand equity between manufacturers and retailers / Quan Tran, Carmen Cox -- Managing business-to-business service brands / Donna F. Davis, Susan L. Golicic, Adam Marquardt -- Brand meaning and impact in subcontractor contexts / Anna Blombäck -- Brand image, corporate reputation, and customer value / Anca E. Cretu, Roderick J. Brodie -- Enacted internal branding: theory, practice, and an experiential learning case study of an Austrian B2B company / Sylvia von Wallpach, Arch G. Woodside -- Pricing theory and practice in managing business-to-business brands / Gerald E. Smith, Arch G. Woodside Business & Economics Marketing Sales & marketing management Sales & marketing Brand name products Management Industrial marketing Product management Business-to-Business-Marketing (DE-588)4631075-7 gnd Markenpolitik (DE-588)4144679-3 gnd |
| subject_GND | (DE-588)4631075-7 (DE-588)4144679-3 (DE-588)4143413-4 |
| title | Business-to-business brand management theory, research and executive case study exercises |
| title_auth | Business-to-business brand management theory, research and executive case study exercises |
| title_exact_search | Business-to-business brand management theory, research and executive case study exercises |
| title_exact_search_txtP | Business-to-business brand management theory, research and executive case study exercises |
| title_full | Business-to-business brand management theory, research and executive case study exercises edited by Mark S. Glynn, Arch G. Woodside |
| title_fullStr | Business-to-business brand management theory, research and executive case study exercises edited by Mark S. Glynn, Arch G. Woodside |
| title_full_unstemmed | Business-to-business brand management theory, research and executive case study exercises edited by Mark S. Glynn, Arch G. Woodside |
| title_short | Business-to-business brand management |
| title_sort | business to business brand management theory research and executive case study exercises |
| title_sub | theory, research and executive case study exercises |
| topic | Business & Economics Marketing Sales & marketing management Sales & marketing Brand name products Management Industrial marketing Product management Business-to-Business-Marketing (DE-588)4631075-7 gnd Markenpolitik (DE-588)4144679-3 gnd |
| topic_facet | Business & Economics Sales & marketing management Sales & marketing Brand name products Management Industrial marketing Product management Business-to-Business-Marketing Markenpolitik Aufsatzsammlung |
| url | https://www.emerald.com/insight/publication/doi/10.1108/S1069-0964(2009)15 |
| work_keys_str_mv | AT glynnmarks businesstobusinessbrandmanagementtheoryresearchandexecutivecasestudyexercises AT woodsidearchg businesstobusinessbrandmanagementtheoryresearchandexecutivecasestudyexercises |