Business-to-business brand management

By Arch G. Woodside, Mark S. Glynn

Subjects: Product management, Produktmanagement, Management, Sales & marketing, General, Business & Economics, Industrial marketing, Sales & marketing management, Business and Management, Markenpolitik, Marketing, Brand name products, Business, Economics

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.