TOC: Adv Bus Mar Purchasing
Introduction
Advances in Business Marketing & Purchasing, Vol 15, Business-To-Business Brand Management: Theory, Research, and Executive Case Study Exercises, Edited by Mark S. Glynn and Arch G. Woodside
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Advances in Business Marketing & Purchasing
Volume 15
BUSINESS-TO-BUSINESS BRAND MANAGEMENT: THEORY, RESEARCH, AND EXECUTIVE CASE STUDY EXERCISES
EDITED BY
MARK S. GLYNN AUT University
ARCH G. WOODSIDE Boston College
Emerald Publishing, Released June 2009
Book URL:
CONTENTS
LIST OF CONTRIBUTORS
EDITORIAL REVIEW BOARD
EDITORS’ BIOGRAPHICAL SKETCHES
EFFECTIVE BUSINESS-TO-BUSINESS BRAND STRATEGIES: INTRODUCTION TO BUSINESS-TOBUSINESS BRAND MANAGEMENT
–Mark S. Glynn and Arch G. Woodside
BUILDING A STRONG BUSINESS-TO-BUSINESS BRAND
–Kevin Lane Keller
MANUFACTURER BRAND BENEFITS: MIXED METHODS SCALING
–Mark S. Glynn
BUILDING BRAND EQUITY BETWEEN MANUFACTURERS AND RETAILERS
–Quan Tran and Carmen Cox
MANAGING BUSINESS-TO-BUSINESS SERVICE BRANDS
–Donna F. Davis, Susan L. Golicic and Adam Marquardt
BRAND MEANING AND IMPACT IN SUBCONTRACTOR CONTEXTS
–Anna Blomback
BRAND IMAGE, CORPORATE REPUTATION, AND CUSTOMER VALUE
–Anca E. Cretu and Roderick Brodie
ENACTED INTERNAL BRANDING: THEORY, PRACTICE, AND AN EXPERIENTIAL LEARNING CASE STUDY OF AN AUSTRIAN B2B COMPANY
–Sylvia von Wallpach and Arch G. Woodside
PRICING THEORY AND PRACTICE IN MANAGING BUSINESS-TO-BUSINESS BRANDS
–Gerald E. Smith and Arch G. Woodside