B2B brand management

Autor*innen

• Philip Kotler

Parameter

• 357 Seiten
• 13 Lesestunden

• Business & Management
• Handel
• Management
• Marketing & Vertrieb

Mehr zum Buch

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.

• Sprache: Englisch
• Erscheinungsdatum: 2006
• Einband: Hardcover