Business-to-Business Brand Management
Business-to-Business Brand Management
Woodside, Arch G.; Glynn, Mark S.
Emerald Publishing Limited
06/2009
504
Dura
Inglês
9781848556706
15 a 20 dias
875
EDITORIAL REVIEW BOARD.
Editors' biographical sketches.
Chapter 1 Effective business-to-business brand strategies: introduction to business-to-business brand management.
Chapter 2 Building a strong business-to-business brand.
Chapter 3 Manufacturer brand benefits: mixed methods scaling.
Chapter 4 Building brand equity between manufacturers and retailers.
Chapter 5 Managing business-to-business service brands.
Chapter 6 Brand meaning and impact in subcontractor contexts.
Chapter 7 Brand image, corporate reputation, and customer value.
Chapter 8 Enacted internal branding: theory, practice, and an experiential learning case study of an Austrian B2B company.
Chapter 9 Pricing theory and practice in managing business-to-business brands.
Subject Index.
Advances in business marketing and purchasing.
Business-to-business brand management: Theory, research and executive case study exercises.
Copyright page.
EDITORIAL REVIEW BOARD.
Editors' biographical sketches.
Chapter 1 Effective business-to-business brand strategies: introduction to business-to-business brand management.
Chapter 2 Building a strong business-to-business brand.
Chapter 3 Manufacturer brand benefits: mixed methods scaling.
Chapter 4 Building brand equity between manufacturers and retailers.
Chapter 5 Managing business-to-business service brands.
Chapter 6 Brand meaning and impact in subcontractor contexts.
Chapter 7 Brand image, corporate reputation, and customer value.
Chapter 8 Enacted internal branding: theory, practice, and an experiential learning case study of an Austrian B2B company.
Chapter 9 Pricing theory and practice in managing business-to-business brands.
Subject Index.
Advances in business marketing and purchasing.
Business-to-business brand management: Theory, research and executive case study exercises.
Copyright page.