Emerald journal news
Book announcement: Business-to-Business Brand Management, edited by Mark S. Glynn and Arch G. Woodside publishes
Business-to-Business Brand Management: Theory, Research and Executive Case Study Exercises
Advances in Business Marketing and Purchasing, volume 15
Edited by:
Mark S. Glynn
Auckland University of Technology
Arch G. Woodside
Boston College
ISBN-13: 9781848556706 Pub date: June 2009
Format: Hardback 504 pages
Pricing: GBP 84.95/ EUR 129.95/ USD 164.95
Synopsis
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.
Table of Contents
List of Contributors
Editorial Review Board
Editor’s Biographical Sketches
Chapters
1. Effective Business-to-Business Brand Strategies: Introduction to Business-to-Business Brand Management Mark S. Glynn and Arch G. Woodside
2. Building a Strong Business-to-Business Brand, Kevin Lane Keller
3. Manufacturer Brand Benefits: Mixed Methods Scaling, Mark S. Glynn
4. Building Brand Equity between Manufacturers and Retailers, Quan Tran and Carmen Cox
5. Managing Business-to-Business Service Brands, Donna F. Davis, Susan L. Golicic,
and Adam J. Marquardt,
6.Brand Meaning and Impact in Subcontractor Contexts, Anna Blombäck
7.Brand Image, Corporate Reputation, and Customer Value, Anca E. Cretu and Roderick J. Brodie
8.Enacted Internal Branding, Theory, Practise, and an Experiential Learning Case Study of an Austrian B2B Company Sylvia von Wallpach and Arch G. Woodside
9. Pricing Theory and Practice in Managing Business-to-Business Brands, Gerald E. Smith and Arch G. Woodside
Index
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