15)
Business-to-business brand management: Theory, research and executive case study exercises
Business-To-Business Brand Management: Theory, Research and Executivecase Study Exercises
ISBN: 978-1-84855-670-6, eISBN: 978-1-84855-671-3
ISSN: 1069-0964
Publication date: 11 June 2009
Citation
(2009), "Business-to-business brand management: Theory, research and executive case study exercises", Glynn, M.S. and Woodside, A.G. (Ed.) Business-To-Business Brand Management: Theory, Research and Executivecase Study Exercises (Advances in Business Marketing and Purchasing, Vol. 15), Emerald Group Publishing Limited, Leeds, p. iii. https://doi.org/10.1108/S1069-0964(2009)0000015017
Publisher
:Emerald Group Publishing Limited
Copyright © 2009, Emerald Group Publishing Limited
- Advances in business marketing and purchasing
- Business-to-business brand management: Theory, research and executive case study exercises
- Copyright page
- 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 contexts
- Chapter 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