Business-to-business brand management
theory, research and executive case study exercises
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Author
Publication
2009 - JAI Press, Bingley, UK, England
Language
English
Word Count
122,250 words, Guess
Page Count
489 pages
Physical Format
Electronic resource
Identifiers
- Internet Archivebusinesstobusine00glyn
- ISBN-101848556713
- ISBN-101848556705
- ISBN-139781848556713
- ISBN-139781848556706
and 4 more
- OCLC Control Number505118799
- Better World Books9781848556706
- Better World Books9781848556713
- Open LibraryOL25547425M
Classifications
- DDC658.827
- LCCHD69.B7 B875 2009eb
- LCCHD69.B7B879 2009
and 1 more
- LCCHD69.B7B875 2009
Description
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 B2B brand management issues. 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.
Subjects
Series Statement
- Advances in business marketing and purchasing -- v. 15
- Advances in business marketing & purchasing -- v. 15.
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