Business-to-Business Brand Management

ISBN: 9781848556706 出版年：2009 页码：502 Mark S Glynn Arch G Woodside Emerald Publishing Limited

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.