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:
| Weitere Verfasser: | , |
|---|---|
| Format: | Elektronisch E-Book |
| Sprache: | English |
| Veröffentlicht: |
Bingley, UK :
JAI Press,
2009.
|
| Schriftenreihe: | Advances in business marketing & purchasing ;
v. 15. |
| Schlagworte: | |
| Online-Zugang: | 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 resource (xi, 489 pages) : illustrations |
| Bibliographie: | Includes bibliographical references and index. |
| ISBN: | 9781848556713 1848556713 |
| ISSN: | 1069-0964 ; |
Internformat
MARC
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| 300 | |a 1 online resource (xi, 489 pages) : |b illustrations | ||
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| 490 | 1 | |a Advances in business marketing and purchasing, |x 1069-0964 ; |v v. 15 | |
| 504 | |a Includes bibliographical references and index. | ||
| 520 | |a 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. | ||
| 505 | 0 | |a 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. | |
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Datensatz im Suchindex
| DE-BY-FWS_katkey | ZDB-4-EBA-ocn505118799 |
|---|---|
| _version_ | 1816881703601307648 |
| adam_text | |
| any_adam_object | |
| author2 | Glynn, Mark S. Woodside, Arch G. |
| author2_role | |
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| author_GND | http://id.loc.gov/authorities/names/no2009155104 http://id.loc.gov/authorities/names/n50013173 |
| author_facet | Glynn, Mark S. Woodside, Arch G. |
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| collection | ZDB-4-EBA |
| 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 | (OCoLC)505118799 |
| dewey-full | 658.827 |
| dewey-hundreds | 600 - Technology (Applied sciences) |
| dewey-ones | 658 - General management |
| dewey-raw | 658.827 |
| dewey-search | 658.827 |
| dewey-sort | 3658.827 |
| dewey-tens | 650 - Management and auxiliary services |
| discipline | Wirtschaftswissenschaften |
| format | Electronic eBook |
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| id | ZDB-4-EBA-ocn505118799 |
| illustrated | Illustrated |
| indexdate | 2024-11-27T13:16:56Z |
| institution | BVB |
| isbn | 9781848556713 1848556713 |
| issn | 1069-0964 ; |
| language | English |
| oclc_num | 505118799 |
| open_access_boolean | |
| owner | MAIN DE-863 DE-BY-FWS |
| owner_facet | MAIN DE-863 DE-BY-FWS |
| physical | 1 online resource (xi, 489 pages) : illustrations |
| psigel | ZDB-4-EBA |
| publishDate | 2009 |
| publishDateSearch | 2009 |
| publishDateSort | 2009 |
| publisher | JAI Press, |
| record_format | marc |
| series | Advances in business marketing & purchasing ; |
| 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 resource (xi, 489 pages) : illustrations text txt rdacontent computer c rdamedia online resource cr rdacarrier Advances in business marketing and purchasing, 1069-0964 ; v. 15 Includes bibliographical references and index. 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. 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. Print version record. Brand name products Management. Industrial marketing. http://id.loc.gov/authorities/subjects/sh85065897 Product management. http://id.loc.gov/authorities/subjects/sh85107203 Produits de marque Gestion. Marketing industriel. Produits commerciaux Gestion. Sales & marketing management. bicssc Sales & marketing. bicssc Business & Economics Marketing General. bisacsh Gestion d'entreprises. eclas Business and Management. eflch Brand name products Management fast Industrial marketing fast Product management fast Markenpolitik gnd http://d-nb.info/gnd/4144679-3 Produktmanagement gnd http://d-nb.info/gnd/4125960-9 Glynn, Mark S. http://id.loc.gov/authorities/names/no2009155104 Woodside, Arch G. http://id.loc.gov/authorities/names/n50013173 has work: Business-to-business brand management (Text) https://id.oclc.org/worldcat/entity/E39PCGYYBBGB7DxcJJGrGb8HYd https://id.oclc.org/worldcat/ontology/hasWork Print version: Business-to-business brand management. Bingley : JAI Press, 2009 9781848556706 (OCoLC)427610845 Online version: Business-to-business brand management. Bingley, UK : JAI Press, 2009 (OCoLC)761347600 Advances in business marketing & purchasing ; v. 15. http://id.loc.gov/authorities/names/n00012597 FWS01 ZDB-4-EBA FWS_PDA_EBA https://search.ebscohost.com/login.aspx?direct=true&scope=site&db=nlebk&AN=287701 Volltext |
| spellingShingle | Business-to-business brand management : theory, research and executive case study exercises / Advances in business marketing & purchasing ; 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. Brand name products Management. Industrial marketing. http://id.loc.gov/authorities/subjects/sh85065897 Product management. http://id.loc.gov/authorities/subjects/sh85107203 Produits de marque Gestion. Marketing industriel. Produits commerciaux Gestion. Sales & marketing management. bicssc Sales & marketing. bicssc Business & Economics Marketing General. bisacsh Gestion d'entreprises. eclas Business and Management. eflch Brand name products Management fast Industrial marketing fast Product management fast Markenpolitik gnd http://d-nb.info/gnd/4144679-3 Produktmanagement gnd http://d-nb.info/gnd/4125960-9 |
| subject_GND | http://id.loc.gov/authorities/subjects/sh85065897 http://id.loc.gov/authorities/subjects/sh85107203 http://d-nb.info/gnd/4144679-3 http://d-nb.info/gnd/4125960-9 |
| 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_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 | Brand name products Management. Industrial marketing. http://id.loc.gov/authorities/subjects/sh85065897 Product management. http://id.loc.gov/authorities/subjects/sh85107203 Produits de marque Gestion. Marketing industriel. Produits commerciaux Gestion. Sales & marketing management. bicssc Sales & marketing. bicssc Business & Economics Marketing General. bisacsh Gestion d'entreprises. eclas Business and Management. eflch Brand name products Management fast Industrial marketing fast Product management fast Markenpolitik gnd http://d-nb.info/gnd/4144679-3 Produktmanagement gnd http://d-nb.info/gnd/4125960-9 |
| topic_facet | Brand name products Management. Industrial marketing. Product management. Produits de marque Gestion. Marketing industriel. Produits commerciaux Gestion. Sales & marketing management. Sales & marketing. Business & Economics Marketing General. Gestion d'entreprises. Business and Management. Brand name products Management Industrial marketing Product management Markenpolitik Produktmanagement |
| url | https://search.ebscohost.com/login.aspx?direct=true&scope=site&db=nlebk&AN=287701 |
| work_keys_str_mv | AT glynnmarks businesstobusinessbrandmanagementtheoryresearchandexecutivecasestudyexercises AT woodsidearchg businesstobusinessbrandmanagementtheoryresearchandexecutivecasestudyexercises |