Business-to-business Brand Management: Theory, Research, and Executive Case Study Exercises ~ Volume 15 (Advances in Business Marketing & Purchasing) PDF
492 Pages·2009·2.98 MB·English
Most books are stored in the elastic cloud where traffic is expensive. For this reason, we have a limit on daily download.
Preview Business-to-business Brand Management: Theory, Research, and Executive Case Study Exercises ~ Volume 15 (Advances in Business Marketing & Purchasing)
Description:
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 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.
See more
The list of books you might like
Most books are stored in the elastic cloud where traffic is expensive. For this reason, we have a limit on daily download.
