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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.
Zakup książki
B2B brand management, Philip Kotler
- Język
- Rok wydania
- 2006
- Oprawa
- (twarda)
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- Tytuł
- B2B brand management
- Język
- angielski
- Autorzy
- Philip Kotler
- Wydawca
- Springer
- Rok wydania
- 2006
- Oprawa
- twarda
- Liczba stron
- 357
- ISBN10
- 3540253602
- ISBN13
- 9783540253600
- Seria
- Kategorie
- Tagi
- Biznes
- Ocena
- 3,9 z 5
- Opis
- 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.