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Focuses on sensemaking, decisions, actions, and evaluating outcomes relating to managing business-to-business brands including product and service brands. This book features chapters that address aspects of the marketing mix for business-to-business and industrial marketers. It includes papers that provide brand management insights for managers.
Business-to-business Brand Management
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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