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B2B brand management

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Philip Kotler

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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

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Année de publication: 2006

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Titre: B2B brand management
Langue: Anglais
Auteurs: Philip Kotler
Éditeur: Springer
Publié: 2006
ISBN10: 3540253602
ISBN13: 9783540253600
Mots clés: Affaires et économie, Commerce et vente, Gestion
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.