Strategy and Management of Industrial Brands

Abstract

Malaval. Philippe.[Strategie et gestion de la marque industrielle. English] Strategy and management of industrial brands: business to business products and services 1 by Philippe Malaval with the collaboration of Christophe Benaroya. p.cm. Translation of: Strategie et gestion de la marque industrielle.Inclludes bib1iographica1 references and index.

The relative importance of brands in modified rebuy purchase situations

“…Corporate (as opposed to product) branding is more prevalent in business than consumer markets (De Chernatony & McDonald, 1998;Malaval, 2001;Michell et al, 2001).…”

When do B2B brands influence the decision making of organizational buyers? An examination of the relationship between purchase risk and brand sensitivity

“…To a large extent, this delay in academic research can be attributed to the field's organizational buying models, which portray buyers as being highly objective when making product choice decisions (e.g., Bonoma, Zaltman, & Johnston, 1977;Low & Mohr, 2001;Malaval, 2001). This view of organizational buyers as objective decision makers has not allowed a significant role for the influence of subjective, brand-based judgments on organizational buying deliberations.…”

The Implications of Business-to-Business and Consumer Market Differences for B2B Branding Strategy

“…The most frequently used tools tend to include the sales force, trade shows, trade magazines, sales materials, promotional techniques, public relations, and lobbying. Personal selling is the most important communication tool for the B2B marketer (Jackson, Keith, and Burdick 1987;Malaval 2001). It involves much more than an organization's sales force.…”