Click Here to Download: https://ouo.io/NwNWXh Business-to-Business Brand Management By: Mark S. Glynn Publisher: Emerald Group Publishing Limited Print ISBN: 9781848556706, 1848556705 eText ISBN: 9781848556713, 1848556713 Copyright year: 2009 Format: PDF Available from $ 213.99 USD SKU 9781848556713 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.
I really appreciate this discussion about B2B brand management. I’ve recently been involved in an online entertainment venture, where trust, clear messaging, and consistent positioning are central to success. The points raised here reflect what I'm facing now in my own work, especially when dealing with partnerships and strategic communication. Thanks for sharing your insights!
