Mark S. Glynn - Business-to-business Brand Management: Theory, Research, and Executive Case Study Exercises (1848556705)

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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.

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	Business/Investing Jan Dul, Tony Hak - Case Study Methodology in Business Research Jan Dul, Tony Hak - Case Study Methodology in Business ResearchButterworth-Heinemann \| 2007 \| ISBN: 0750681969 \| Pages: 302 \| PDF \| 1.05 MBThe complete guide for how to design and conduct theory-testing and other case studies.Case Study Met ...
	Economics/Finances Business-to-business Brand Management: Theory, Research, and Executive Case Study Exercises Mark S. Glynn, "Business-to-business Brand Management: Theory, Research, and Executive Case Study Exercises" Emerald Group Publishing Limited \| 2009 \| ISBN: 1848556705 \| 507 pages \| PDF \| 2,4 MB Providing broad and deep coverage, this vol ...
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