ENGLISH

B2B Brand Management

By Philip Kotler , Waldemar Pfoertsch

Book information

Publisher
Springer
Year
2006
ISBN
3540253602, 9783540253600
Open Library ID
OL9055459M
Language
english
Format
PDF
Filesize
6 MB (6188404 bytes)
Edition
1
Pages
368\368
Time added
2011-08-31 04:54:40

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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