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OverviewBranding is gaining prominence among business-to-business marketers. However, extant research on branding in the context of business-to-business marketing remains scarce, with suggested conceptual frameworks lacking empirical support. Current research suggests that brands play some role in purchasing decisions in business markets, and that brands provide a source of competitive differentiation. Research also suggests that there are differences between consumer and industrial brand management. Whilst much literature has been published on consumer brand management, we lack guidance on key industrial brand issues, however. Such issues include strategic brand management, brand architecture, brand building and maintenance, brand repositioning, and tactical branding issues. This e-book addresses some of the research lacunae identified above. Full Product DetailsAuthor: Michael Beverland , Adam Lindgreen , Julie NapoliPublisher: Emerald Group Publishing Imprint: Emerald Group Publishing ISBN: 9786611143671ISBN 10: 661114367 Pages: 85 Publication Date: 19 October 2007 Audience: General/trade , General Format: Electronic book text Publisher's Status: Active Availability: Out of stock  The supplier is temporarily out of stock of this item. It will be ordered for you on backorder and shipped when it becomes available. Table of ContentsReviewsAuthor InformationTab Content 6Author Website:Countries AvailableAll regions |
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