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...

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Main Authors:
Glynn, Mark S., Woodside, Arch G.
Format:
Electronic eBook
Language:
English
Published:
Bingley : JAI Press, 2009.
Summary:
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.
Physical Description:
1 online resource (502 p.)
Notes:
Description based upon print version of record.
Notes:
English
Bibliography:
Includes bibliographical references and index.
ISBN:
9786612271441
9781282271449
128227144X
9781848556713
1848556713
ISSN:
1069-0964 ;
Subjects:
Brand name products > Management.
Industrial marketing.
Product management.
Sales & marketing management.
Sales & marketing.
Business & Economics > Marketing > General.
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