Business-to-Business Brand Management
- ISBN-10
- 1848556713
- ISBN-13
- 9781848556713
- Category
- Business & Economics
- Pages
- 504
- Language
- English
- Published
- 2009-06-19
- Publisher
- Emerald Group Publishing
- Authors
- Arch G. Woodside, Mark S. Glynn
Description
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.
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