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...
| Други автори: | Glynn, Mark S., Woodside, Arch G. |
|---|---|
| Формат: | Електронна книга |
| Език: | English |
| Публикувано: |
Bingley, UK :
JAI Press,
2009.
|
| Серия: |
Advances in business marketing & purchasing ;
v. 15. |
| Предмети: | |
| Онлайн достъп: |
http://search.ebscohost.com/login.aspx?direct=true&scope=site&db=nlebk&AN=287701 |
| Подобни документи: |
Print version::
Business-to-business brand management. Online version:: Business-to-business brand management. |
Съдържание:
- 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 Blomback
- 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.