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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.
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B2B brand management, Philip Kotler
- Langue
- Année de publication
- 2006
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- Titre
- B2B brand management
- Langue
- Anglais
- Auteurs
- Philip Kotler
- Éditeur
- Springer
- Publié
- 2006
- Format
- rigide
- Pages
- 357
- ISBN10
- 3540253602
- ISBN13
- 9783540253600
- Séries
- Mots clés
- Nonfiction, Commerce, Affaires & Gestion, Marketing & Ventes
- Évaluation
- 3,9 sur 5
- 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.