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Ebook Available

Business-to-Business Brand Management Vol: 15

Product Details
19 Jun 2009
Emerald Group Publishing Limited
504 pages - 152 x 229 x 27mm
Advances in Business Marketing and Purchasing


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.

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