February 25, 2017

Business-to-business Brand Management: Theory, Research, and by Mark S. Glynn

By Mark S. Glynn

Delivering wide and deep assurance, this quantity specializes in sensemaking, judgements, activities, and comparing results on the subject of handling business-to-business manufacturers together with either product and repair manufacturers. This e-book is going well past uncomplicated advertising textbooks to supply large experiences of proper experiences, unique examine experiences, and in-depth implications for the next B2B model administration concerns: construction a powerful B2B model; development a powerful model to Resellers; B2B model fairness - idea, dimension, and procedure; powerful concepts for B2B provider manufacturers; model that means and its influence in Subcontractor Contexts; model snapshot, company attractiveness, and shopper price; inner Branding thought, study, and perform; and, Pricing concept and process functions in B2B model administration. jointly those chapters handle such a lot features of the promoting combine for business-to-business and commercial retailers. all the papers offers helpful model administration insights for managers. The chapters are unique contributions by way of best students and B2B model managers; every one bankruptcy following the introductory bankruptcy incorporates a model administration problem-exercise with a separate instructor's word.

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About the Author-
Danny Meyer, a local of St. Louis, opened his first eating place, Union sq. Cafe, in 1985 whilst he used to be twenty-seven, and went directly to came across the Union sq. Hospitality crew, which include a few of long island City's so much acclaimed eating places: Union sq. Cafe, Gramercy Tavern, the fashionable, Maialino, North finish Grill, Blue Smoke, and Shake Shack, in addition to Jazz usual, Union sq. occasions, and Hospitality Quotient. Danny, his eating places, and his cooks have earned an remarkable twenty-five James Beard Awards. Danny's groundbreaking company booklet, surroundings the desk, was once a brand new York occasions bestseller, and he has coauthored cookbooks together with his company accomplice, Chef Michael Romano. Danny lives in ny along with his spouse and children.

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Extra resources for Business-to-business Brand Management: Theory, Research, and Executive Case Study Exercises ~ Volume 15 (Advances in Business Marketing & Purchasing)

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S. (2004). Buyers in business-to-business branding. Journal of Brand Management, 11(5), 344–345. Stewart, T. A. (2006). Growth as a process. Harvard Business Review (June), 60–70. , & Eggert, A. (2006). Value-based differentiation in business relationships: Gaining and sustaining key supplier status. Journal of Marketing, 70(January), 119–136. , & Webster, F. , Jr. (1991). Organizational buying behavior. In: T. Robertson & H. Kassarjian (Eds), Handbook of consumer behaviour (pp. 419–458, Chapter 12).

Mingers (2001) argues that the research paradigms have identifiable assumptions; this does not mean the researcher must always utilize research methods of that paradigm. He adopts a realist perspective by considering multidimensional aspects of the world and views research as a process that has phases and is not just a single event. Critical and knowledgeable use of the research methods is important. Therefore, the research methods must have commensurability, which occurs in the positivist and realism paradigms (Lincoln & Guba, 2000).

2006). Warriors of the heart. Marketing News, February 1, p. 7. Lamons, B. (2005). Branding, B-to-B style. Sales and Marketing Management, 157(9), 46–50. , & Blois, K. (2002). The evolution of generic brands in industrial markets: The challenges to owners of brand equity. Industrial Marketing Management, 31(5), 385–392. , & de Chernatony, L. (2004). The power of emotion: Brand communication in business-to-business markets. Journal of Brand Management, 11(5), 403–419. Lyons, D. (2004). You want fries with that?

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