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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.
Acquisto del libro
B2B brand management, Philip Kotler
- Lingua
- Pubblicato
- 2006
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- (Copertina rigida)
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- Titolo
- B2B brand management
- Lingua
- Inglese
- Autori
- Philip Kotler
- Editore
- Springer
- Pubblicato
- 2006
- Formato
- Copertina rigida
- Pagine
- 357
- ISBN10
- 3540253602
- ISBN13
- 9783540253600
- Serie
- Valutazione
- 3,9 su 5
- Descrizione
- 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.