B2B Brand Management
- ISBN-10
- 3540253602
- ISBN-13
- 9783540253600
- Category
- Business & Economics
- Pages
- 357
- Language
- English
- Published
- 2006-08-17
- Publisher
- Springer
- Authors
- Philip Kotler, Waldemar Pfoertsch
Description
This is one of the first books to probe deeply into the art and science of branding industrial products. The book comes at a time when more industrial companies need to start using branding in a sophisticated way. It provides the concepts, the theory, and dozens of cases illustrating the successful branding of industrial goods. It offers strategies for a successful development of branding concepts for business markets and explains the benefits and the value a business, product or service provides to industrial customers. As industrial companies are turning to branding this book provides the best practices and hands-on advice for B2B brand management.
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