Business-to-business Brand Management: Theory, Research, And Executive Case Study Exercises (advances In Business Marketing And Purchasing) (advances In Business Marketing & 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 noteProviding 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.
