B2B Brand Management : The Success Dimensions of Business Brands
Philip. Kotler
Bok Engelsk 2006 · Electronic books.
| Annen tittel | |
|---|---|
| Utgitt | Dordrecht : : Springer, , 2006.
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| Omfang | 1 online resource (370 p.)
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| Opplysninger | Description based upon print version of record.. - Foreword; Preface; Acknowledgements; CONTENTS; Chapter 1; Being Known or Being One of Many; Chapter 2; To Brand or Not to Brand; Chapter 3; B2B Branding Dimensions; Chapter 4; Acceleration Through Branding; Chapter 5; Success Stories of B2B Branding; Chapter 6; Beware of Branding Pitfalls; Chapter 7; Future Perspective; About the Authors; Bibliography; Company and Brand Index; Subject Index. - Branding has been the essential factor in the success of consumer goods such as Coca Cola, McDonald's, Kodak, and Mercedes. This book probes the art and science of branding industrial products. It provides the concepts, the theory, and many cases illustrating the successful branding of industrial goods.
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| Emner | Brand name products - Management
Brand name products -- Case studies. Branding (Marketing). Product management. Vis mer... Business & Economics
Commerce Management Styles & Communication Management Marketing & Sales Merkevarer merkevarebygging branding b2b merkevareledelse markedsføring |
| Sjanger | |
| Dewey | |
| ISBN | 3540253602. - 9783540253600
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