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

• Other Authors: Glynn, Mark S., Woodside, Arch G.
• Format: Electronic eBook
• Language: English
• Published: Bingley, UK : JAI Press, 2009.
• Series: Advances in business marketing and purchasing ; v. 15.
• Subjects: Brand name products > Management.; Industrial marketing.; Product management.; Sales & marketing management.; Sales & marketing.; Business & Economics > Marketing > General.

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...

Table of 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.