Business-to-business Brand Management: Theory, Research, And Executive Case Study Exercises (advances In Business Marketing And Purchasing)
by Mark S. Glynn /
2009 / English / PDF
3 MB Download
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.
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.
