14.0%OFF

Business-to-business Brand Management: Theory, Research, and Executive Case Study Exercises (Advances in Business Marketing and Purchasing)

by Mark S. Glynn and Arch G. Woodside

Write a Review

ISBN

:

9781848556706
Publisher

:

Emerald Group Publishing Limited
Subject

:

Business & Management
Binding

:

HARDCOVER
Pages

:

504
Year

:

2009

₹

~~14411.0~~

14.0% OFF

₹

12393.0

Buy Now

Shipping charges are applicable for books below Rs. 101.0

View Details

Estimated Shipping Time : 5-7 Business Days

View Details

Share it on

Description

0.0

Providing broad and deep coverage, this volume focuses on sensemaking, decisions, actions, and evaluating outcomes relating to managing business-to-business brands including both productand 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 the following B2B brand management issues: Building a Strong B2B Brand; Building a Strong Brand to Resellers; B2B Brand Equity - Theory, Measurement, and Strategy; Effective Strategies for B2B Service Brands; Brand Meaning and its Impact in Subcontractor Contexts; Brand Image, Corporate Reputation, and Customer Value; Internal Branding Theory, Research, and Practice; and, Pricing Theory and Strategy Applications in B2B Brand Management. Collectively these chapters address most aspects of the marketing mix for business-to-business and industrial marketers. 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.

Related Items

OFFER
Guerrilla Marketing

JAY CONRAD LEVINSON

0.0

Starts At

379.0

499.0

24% OFF
OFFER
Killing Giants: 10 Strategies to Topple the Goliath in Your Industry (French Edition)

Stephen Denny

0.0

Starts At

487.0

650.0

25% OFF
OFFER
Inside-Out Marketing: How to Create an Internal Marketing Strategy

Michael Dunmore

0.0

Starts At

2431.0

3199.0

24% OFF
OFFER
Why Crm Doesn't Work

Frederick Newell

0.0

Starts At

1032.0

1395.0

26% OFF
OFFER
The Creative Business Guide to Marketing: Selling and Branding Design, Advertising, Interactive, and Editorial Services

Cameron S. Foote

0.0

Starts At

2802.0

3839.0

27% OFF
OFFER
Up Close and Personal?: Customer Relationship Marketing @ Work

Paul R. Gamble

0.0

Starts At

1164.0

1595.0

27% OFF
OFFER
Brand Warriors

Fiona (ed) Gilmore

0.0

Starts At

230.0

295.0

22% OFF
OFFER
Marketing Your Business: Make the Internet Work for You; Get into Exports; Learn about Products and Pricing (Business Success)

John Westwood

0.0

Starts At

295.0

295.0

null
OFFER
Brandwashed: Tricks Companies Use to Manipulate Our Minds and Persuade Us to Buy

Martin Lindstrom

0.0

Starts At

2880.0

2880.03

null
OFFER
Sticky Marketing: Why Everything in Marketing Has Changed and What to Do about It

Grant Leboff

0.0

Starts At

325.0

325.0

null
OFFER
Improve Your Marketing To Grow Your Business : Insights And Innovation That Drive Business And Brand Growth

Hasting

0.0

Starts At

468.0

600.0

22% OFF
OFFER
Digital Assassination: Protecting Your Reputation, Brand, or Business Against Online Attacks

Richard Torrenzano

0.0

Starts At

739.0

850.0

13% OFF
OFFER
The Business Guide to Credit Management: Advice and solutions for cash-flow control, financial risk and debt management (Business Guides)

Jonathan Reuvid

0.0

Starts At

2326.0

3187.0

27% OFF
OFFER
The New Strategic Brand Management: Creating and Sustaining Brand Equity Long Term 4th edition (New Strategic Brand Management: Creating & Sustaining Brand Equity)

Jean-Noel Kapferer

0.0

Starts At

4214.0

5545.0

24% OFF
OFFER
Winning New Business: Essential Selling Skills for Non-Sales People

Denny Richard

0.0

Starts At

821.0

1066.93

23% OFF

Buy Now