Description: Business-to-Business Brand Management : Theory, Research, and Exeutive Case Study Exercises, Hardcover by Glynn, Mark S.; Woodside, Arch G. (EDT), ISBN 1848556705, ISBN-13 9781848556706, Brand New, Free shipping in the US 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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Book Title: Business-to-Business Brand Management : Theory, Research, and Exe
Author: Glynn, Mark S.; Woodside, Arch G. (EDT)
Language: English
