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. |
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| 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. |
| Резюме: |
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. |
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| Физически характеристики: |
1 online resource (xi, 489 pages) : illustrations. |
| Библиография: |
Includes bibliographical references and index. |
| ISBN: |
9781848556713 1848556713 |
| ISSN: |
1069-0964 ; |