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B2B Brand Management

By Philip Kotler

Product Image: B2B Brand Management

B2B Brand Management

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Description
This book is one of the first to probe deeply into the art and science of branding industrial products. As products become increasingly similar, companies are turning to branding as a way to create a preference for their offerings. Branding has been the essential factor in the success of consumer goods such as Coca Cola, McDonald's, Kodak, and Mercedes. Now it is time for more industrial companies to start using branding in a sophisticated way. This book 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. Branding is the road that a company must travel to define what it wants to be excellent at and how its offerings differ from competitors. This book provides the best practices and hands-on advice for B2B brand management.
Product details
Binding:
Paperback
Edition:
1
Number of Pages:
376
Release Date:
2010-02-12
Publication Date:
2010-02-12
Publisher:
Springer
Languages:
Original: English
ISBN10:
3642064701
ISBN13:
9783642064708
GPSR Manufacturer Reference:
[email protected]
Weight:
569 g
Height:
155 cm
Width:
235 cm
Thickness:
21 cm
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