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Providing broad and deep coverage, this volume focuses on sensemaking, decisions, actions, and evaluating outcomes relating to managing business-to-business brands including both product and service brands. This book goes well beyond basic marketing textbooks to provide extensive reviews of relevant studies, original research reports, and in-depth implications for B2B brand management issues. Each of the papers provides valuable brand management insights for managers. The chapters are original contributions by leading scholars and B2B brand managers; each chapter following the introductory chapter includes a brand management problem-exercise with a separate instructor's note.

Brand name products --- Industrial marketing. --- Product management. --- Brand management --- Management, Product --- Marketing --- B2B marketing (Business to business marketing) --- Business to business marketing --- Business-to-business selling --- Industrial equipment --- Management. --- Management --- Industrial marketing --- Product management --- E-books --- Brand names --- Branded merchandise --- Merchandise, Branded --- Name brand products --- Business names --- Commercial products --- Branding (Marketing) --- Trademarks --- 658.8.133 --- 658.81.1 --- Industrial marketing. Business to business marketing --- Product management. Brand management --- Sales & marketing management. --- Sales & marketing. --- Business & Economics --- General.