B2B Brand Management / Edition 1

B2B Brand Management / Edition 1

4.0 1
ISBN-10:
3540253602
ISBN-13:
9783540253600
Pub. Date:
09/25/2006
Publisher:
Springer Berlin Heidelberg
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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.