B2B Brand Management

As products become increasingly similar, companies are turning to branding as a way to create a preference for their offerings. Now it is time for more industrial companies to start using branding in a sophisticated way. But industrial companies must understand that branding goes far beyond building names for a set of offerings.

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.

• | Author: Philip Kotler, Waldemar Pfoertsch
• | Publisher: Springer-Verlag Berlin and Heidelberg GmbH & Co. KG
• | Publication Date: Aug 17, 2006
• | Number of Pages:
• | Language:
• | Binding: Hardback
• | ISBN-13: 9783540253600
• | ISBN-10: 3540253602