Business-to-Business Brand Management

ISBN-13: 9781848556706 / Angielski / Twarda / 2009 / 504 str.

Mark S. Glynn;Arch G. Woodside

Opis

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.