Business-to-Business Brand Management Vol: 15
Product Details
- Format:
- Hardback
- ISBN:
- 9781848556706
- Published:
- 19 Jun 2009
- Publisher:
- Emerald Group Publishing Limited
- Dimensions:
- 504 pages - 152 x 229 x 27mm
- Series:
- Advances in Business Marketing and Purchasing
Categories:
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.
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.
Advances in business marketing and purchasing.
Business-to-business brand management: Theory, research and executive case study exercises.
Copyright page.
