Business-to-Business Brand ManagementMark S. Glynn, Arch G. Woodside Emerald Group Publishing, 19 июн. 2009 г. - Всего страниц: 504 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. |
Содержание
introduction to businesstobusiness brand management | 1 |
Chapter 2 Building a strong businesstobusiness brand | 11 |
mixed methods scaling | 33 |
Chapter 4 Building brand equity between manufacturers and retailers | 115 |
Chapter 5 Managing businesstobusiness service brands | 195 |
Chapter 6 Brand meaning and impact in subcontractor contexts | 223 |
Chapter 7 Brand image corporate reputation and customer value | 263 |
theory practice and an experiential learning case study of an Austrian B2B company | 389 |
Chapter 9 Pricing theory and practice in managing businesstobusiness brands | 429 |
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Часто встречающиеся слова и выражения
analysis approach assess awareness behavior benefits brand association brand equity brand image brand management building buyers buying channel competitive conceptual considered consistent construct consumer context corporate brand corporate reputation correlations costs create customer value decisions effect employees enactments estimate et al evaluation example exist factor financial findings firm first fit focus further impact important increase indicates industrial influence internal interviews Journal of Marketing literature loyalty manufacturer means measurement method offering organization organizational overall perceived quality perceptions performance perspective positive purchase questions refers relationships reliability representative resellers response retailers role sample satisfaction scale selection share shows significant sources statistics strategies strong structural subcontractors supplier survey Table theory trust understanding validity variables