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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Bibliographic Details
Corporate Author:	Emerald Publishing Group
Other Authors:	Glynn, Mark S., Woodside, Arch G.
Format:	eBook
Language:	English
Published:	Bingley, UK : JAI Press, 2009.
Series:	Advances in business marketing & purchasing ; v. 15.
Subjects:	Brand name products > Management. Industrial marketing. Product management. Sales & marketing management. Sales & marketing. BUSINESS & ECONOMICS > Marketing > General. Electronic books.
Online Access:	Connect to the full text of this electronic book

Description
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.
Item Description:	Electronic resource.
Physical Description:	1 online resource (xi, 489 pages) : illustrations
Bibliography:	Includes bibliographical references and index.
ISBN:	9781848556713 (electronic bk.) : 1848556713 (electronic bk.) :
ISSN:	1069-0964 ;