B2B Brand Management

Name: B2B Brand Management
Author: Philip Kotler

Gebonden Engels 2006 2006e druk 9783540253600

Verwachte levertijd ongeveer 9 werkdagen

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Samenvatting

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.

Specificaties

ISBN13:9783540253600

Taal:Engels

Bindwijze:gebonden

Aantal pagina's:357

Uitgever:Springer Berlin Heidelberg

Druk:2006

Hoofdrubriek:Reclame en verkoop, Reclame en verkoop, Marketing

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Inhoudsopgave

Being Known or Being One of Many.- To Brand or Not to Brand.- B2B Branding Dimensions.- Acceleration Through Branding.- Success Stories of B2B Branding.- Beware of Branding Pitfalls.- Future Perspective.