{"product_id":"9781848556706","title":"Business-to-Business Brand Management: Theory, Research, and Executive Case Study Exercises","description":"\u003cp\u003eProviding 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.\u003c\/p\u003e","brand":"Emerald Group Publishing Limited","offers":[{"title":"Default Title","offer_id":47061822177520,"sku":"9781848556706","price":186.99,"currency_code":"USD","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0737\/7593\/9824\/files\/9781848556706_p0.jpg?v=1763750895","url":"https:\/\/shop-qa.barnesandnoble.com\/products\/9781848556706","provider":"Barnes \u0026 Noble (DEV)","version":"1.0","type":"link"}