Book Details
Orange Code:28188
Paperback:492 pages
Publications:
Categories:
Sections:
1. Effective business-to-business brand strategies introduction to business-to-business brand management2. Building a strong business-to-business brand3. Manufacturer brand benefits mixed methods scaling4. Building brand equity between manufacturers and retailers5. Managing business-to-business service brands6. Brand meaning and impact in subcontractor contexts7. Brand image, corporate reputation, and customer value8. Enacted internal branding theory, practice, and an experiential learning case study of an Austrian B2B company9. Pricing theory and practice in managing business-to-business brands
Description:
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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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