B2B Brand Management

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Business & Economics - Sales & Marketing
B2B Brand Management

B2B Brand Management

Name: B2B Brand Management
ISBN: 9783540253600

Philip Kotler, Waldemar Pfoertsch

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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.

Категории:

Business & Economics - Sales & Marketing

Година:

2006

Издание:

Издателство:

Springer

Език:

english

Страници:

368

ISBN 10: