B2B Brand Management / Edition 1 by Philip Kotler, Waldemar Pfoertsch | | 9783642064708 | Paperback | Barnes & Noble
B2B Brand Management / Edition 1

B2B Brand Management / Edition 1

4.0 1
by Philip Kotler, Waldemar Pfoertsch
     
 

ISBN-10: 3642064701

ISBN-13: 9783642064708

Pub. Date: 11/09/2010

Publisher: Springer Berlin Heidelberg

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

Overview

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.

Product Details

ISBN-13:
9783642064708
Publisher:
Springer Berlin Heidelberg
Publication date:
11/09/2010
Edition description:
Softcover reprint of hardcover 1st ed. 2006
Pages:
357
Product dimensions:
6.10(w) x 9.25(h) x 0.24(d)

Related Subjects

Table of Contents

Being Known or Being One of Many.- To Brand or Not to Brand.- B2B Branding Dimensions.- Acceleration through Branding.- Success Stories of B2B Branding.- Beware of Branding Pitfalls.- Future Perspective.

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B2B Brand Management 4 out of 5 based on 0 ratings. 1 reviews.
RolfDobelli More than 1 year ago
Philip Kotler, one of the fathers of modern marketing, and Waldemar Pfoertsch do not push the branding envelope in this book, but it is nevertheless a useful text on B2B branding - and in fact on branding in general. They illustrate their points with numerous, interesting and relevant real-world examples, as well as with a surfeit of diagrams and charts, and they go into great detail about the nuances of brand building, maintenance and architecture. Unfortunately, the book's real strengths make the noticeable typos especially jarring. getAbstract recommends this work to students and to early-career marketers who want to understand why and how businesses need to build better brands.