ADVANCES IN BUSINESS MARKETING AND PURCHASING VOLUME 15 BUSINESS-TO-BUSINESS BRAND MANAGEMENT: THEORY, RESEARCH AND EXECUTIVE CASE STUDY EXERCISES EDITED BY MARK S. GLYNN Auckland University of Technology ARCH G. WOODSIDE Boston College United Kingdom – North America – Japan India – Malaysia – China ADVANCES IN BUSINESS MARKETING AND PURCHASING Series Editor: Arch G. Woodside Recent Volumes: Volume 7: Volume 8: Volume 9: Volume 10: Volume 11: Volume 12: Volume 13: Volume 14: Advances in Business Marketing and Purchasing Training Exercises for Improving Sensemaking Skills Getting Better at Sensemaking Designing Winning Products Essays by Distinguished Marketing Scholars of the Society for Marketing Advances Evaluating Marketing Actions and Outcomes Managing Product Innovation Creating and Managing Superior Customer Value JAI Press is an imprint of Emerald Group Publishing Limited Howard House, Wagon Lane, Bingley BD16 1WA, UK First edition 2009 Copyright r 2009 Emerald Group Publishing Limited Reprints and permission service Contact:
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