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Business-to-business brand management[electronic resource] :theory, research and executive case study exercises /
纪录类型:
书目-语言数据,印刷品 : Monograph/item
[NT 15000414] null:
658.827
[NT 47271] Title/Author:
Business-to-business brand management : theory, research and executive case study exercises // edited by Mark S. Glynn, Arch G. Woodside.
[NT 51406] other author:
Glynn, Mark S.
出版者:
Bingley, UK : : JAI Press,, 2009.
面页册数:
1 online resource (xi, 489 p.) : : ill.
标题:
Brand name products - Management.
标题:
Industrial marketing.
标题:
Product management.
标题:
Sales & marketing management.
标题:
Sales & marketing.
标题:
Business & Economics - Marketing
ISBN:
9781848556713 (electronic bk.)
ISBN:
1848556713 (electronic bk.)
[NT 15000227] null:
Includes bibliographical references and index.
[NT 15000228] null:
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 Blombèack -- 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.
[NT 15000229] null:
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.
电子资源:
http://www.emeraldinsight.com/1069-0964/15
Business-to-business brand management[electronic resource] :theory, research and executive case study exercises /
Business-to-business brand management
theory, research and executive case study exercises /[electronic resource] :edited by Mark S. Glynn, Arch G. Woodside. - Bingley, UK :JAI Press,2009. - 1 online resource (xi, 489 p.) :ill. - Advances in business marketing and purchasing,v. 151069-0964 ;. - Advances in business marketing and purchasing ;v. 10..
Includes bibliographical references and index.
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 Blombèack -- 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.
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.
ISBN: 9781848556713 (electronic bk.)Subjects--Topical Terms:
339641
Brand name products
--Management.
LC Class. No.: HD69.B7 / B875 2009
Dewey Class. No.: 658.827
Universal Decimal Class. No.: 339.1
Business-to-business brand management[electronic resource] :theory, research and executive case study exercises /
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http://www.emeraldinsight.com/1069-0964/15
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