Description
| Product ID: | 9783540253600 |
| Product Form: | Hardback |
| Country of Manufacture: | DE |
| Title: | B2B Brand Management |
| Authors: | Author: Philip Kotler, Waldemar Pfoertsch |
| Page Count: | 357 |
| Subjects: | Sales and marketing, Sales & marketing |
| Description: | Select Guide Rating This is one of the first books to probe deeply into the art and science of branding industrial products. As industrial companies are turning to branding this book provides the best practices and hands-on advice for B2B brand management. 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. |
| Imprint Name: | Springer-Verlag Berlin and Heidelberg GmbH & Co. K |
| Publisher Name: | Springer-Verlag Berlin and Heidelberg GmbH & Co. KG |
| Country of Publication: | GB |
| Publishing Date: | 2006-08-17 |
