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Business-to-Business Brand Management [electronic resource] : Theory, Research, and Executive Case Study Exercises.

By: Contributor(s): Material type: Computer fileComputer filePublisher number: 9781848556706Series: Advances in Business, Marketing and Purchasing, 15Publication details: Bradford : Emerald Group Publishing Limited, 2009.ISBN:
  • 9781848556713
Subject(s): Genre/Form: Additional physical formats: Print version:: Business-to-Business Brand Management : Theory, Research, and Executive Case Study ExercisesDDC classification:
  • 658.827
LOC classification:
  • HF5415.1265
Online resources:
Contents:
Front cover; Business-to-Business Brand Management: Theory, Research and Executive Case Study Exercises; Copyright page; Contents; List of Contributors; Editorial review board; Editors' biographical sketches; Chapter 1. Effective business-to-business brand strategies: introduction to business-to-business brand management; Chapter 2. Building a strong business-to-business brand; Chapter 3. Manufacturer brand benefits: mixed methods scaling; Chapter 4. Building brand equity between manufacturers and retailers; Chapter 5. Managing business-to-business service brands
Chapter 6. Brand meaning and impact in subcontractor contextsChapter 7. Brand image, corporate reputation, and customer value; Chapter 8. Enacted internal branding: theory, practice, and an experiential learning case study of an Austrian B2B company; Chapter 9. Pricing theory and practice in managing business-to-business brands; Subject Index;
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 the following B2B brand management issues:1. Building a Strong B2B Brand2. Building a Strong Brand to Resellers3. B2B Brand Equity: Theory, Measurement, and Strategy 4. Effective Strategies for B2B Service Brands5. Brand Meaning and
Holdings
Item type Home library Call number Status Date due Barcode Item holds
Electronic Resource Electronic Resource UH Online Library Ebooks Not for loan
Total holds: 0

Enhanced descriptions from Syndetics:

Description based upon print version of record.

Front cover; Business-to-Business Brand Management: Theory, Research and Executive Case Study Exercises; Copyright page; Contents; List of Contributors; Editorial review board; Editors' biographical sketches; Chapter 1. Effective business-to-business brand strategies: introduction to business-to-business brand management; Chapter 2. Building a strong business-to-business brand; Chapter 3. Manufacturer brand benefits: mixed methods scaling; Chapter 4. Building brand equity between manufacturers and retailers; Chapter 5. Managing business-to-business service brands

Chapter 6. Brand meaning and impact in subcontractor contextsChapter 7. Brand image, corporate reputation, and customer value; Chapter 8. Enacted internal branding: theory, practice, and an experiential learning case study of an Austrian B2B company; Chapter 9. Pricing theory and practice in managing business-to-business brands; Subject Index;

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:1. Building a Strong B2B Brand2. Building a Strong Brand to Resellers3. B2B Brand Equity: Theory, Measurement, and Strategy 4. Effective Strategies for B2B Service Brands5. Brand Meaning and