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Business-to-business brand management[electronic resource] :theory, research and executive case study exercises /

紀錄類型:	書目-語言資料,印刷品 : Monograph/item
杜威分類號:	658.827
書名/作者:	Business-to-business brand management : theory, research and executive case study exercises // edited by Mark S. Glynn, Arch G. Woodside.
其他作者:	Glynn, Mark S.
出版者:	Bingley, UK : : JAI Press,, 2009.
面頁冊數:	1 online resource (xi, 489 p.) : : ill.
標題:	Brand name products - Management.
標題:	Industrial marketing.
標題:	Product management.
標題:	Sales & marketing management.
標題:	Sales & marketing.
標題:	Business & Economics - Marketing
ISBN:	9781848556713 (electronic bk.)
ISBN:	1848556713 (electronic bk.)
書目註:	Includes bibliographical references and index.
內容註:	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.
摘要、提要註:	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.
電子資源:	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 managementtheory, 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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245 0 0 $a Business-to-business brand management $h [electronic resource] : $b theory, research and executive case study exercises / $c edited by Mark S. Glynn, Arch G. Woodside.
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300 $a 1 online resource (xi, 489 p.) : $b ill.
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504 $a Includes bibliographical references and index.
505 0 $a 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.
520 $a 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.
588 $a Description based on print version record.
650 0 $a Brand name products $x Management. $3 339641
650 0 $a Industrial marketing. $3 338892
650 0 $a Product management. $3 340211
650 7 $a Sales & marketing management. $2 bicssc $3 400974
650 7 $a Sales & marketing. $2 bicssc $3 400978
650 7 $a Business & Economics $x Marketing $x General. $2 bisacsh $3 400980
700 1 $a Glynn, Mark S. $3 389231
700 1 $a Woodside, Arch G. $3 389232
776 0 8 $i Print version: $t Business-to-business brand management. $d Bingley : JAI Press, 2009 $z 9781848556706 $w (OCoLC)427610845
830 0 $a Advances in business marketing and purchasing ; $v v. 10. $3 400971
856 4 0 $u http://www.emeraldinsight.com/1069-0964/15