Business-to-business Brand Management

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.

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.