Business-to-business brand management theory, research and executive case study exercises /

• Άλλοι συγγραφείς: Glynn, Mark S., Woodside, Arch G.
• Μορφή: Ηλεκτρονική πηγή Ηλ. βιβλίο
• Γλώσσα: English
• Έκδοση: Bingley, UK : JAI Press, 2009.
• Σειρά: Advances in business marketing and purchasing ; v. 15.
• Θέματα: Brand name products > Management.; Industrial marketing.; Product management.; Sales & marketing management.; Sales & marketing.; Business & Economics > Marketing > General.
• Φυσική περιγραφή: 1 online resource (xi, 489 p.) : ill.
• Βιβλιογραφία: Includes bibliographical references and index.
• ISBN: 9781848556713 (electronic bk.) : 1848556713 (electronic bk.) :
• ISSN: 1069-0964 ;

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.