عنوان
پدید آورنده
موضوع
رده
کتابخانه
محل استقرار
INTERNATIONAL STANDARD BOOK NUMBER
(Number (ISBN
9783540447290
NATIONAL BIBLIOGRAPHY NUMBER
Number
b406780
TITLE AND STATEMENT OF RESPONSIBILITY
Title Proper
B2B Brand Management
General Material Designation
[Book]
First Statement of Responsibility
by Philip Kotler, Waldemar Pfoertsch.
PHYSICAL DESCRIPTION
Specific Material Designation and Extent of Item
XVI, 357 p. :
Other Physical Details
online resource.
CONTENTS NOTE
Text of Note
Being Known or Being One of Many -- To Brand or Not to Brand -- B2B Branding Dimensions -- Acceleration Through Branding -- Success Stories of B2B Branding -- Beware of Branding Pitfalls -- Future Perspective.
0
SUMMARY OR ABSTRACT
Text of Note
As products become increasingly similar, companies are turning to branding as a way to create a preference for their offerings. Branding has been the essential factor in the success of well-known consumer goods such as Coca Cola, McDonald's, Kodak, and Mercedes. Now it is time for more industrial companies to start using branding in a sophisticated way. Some industrial companies have led the way... Caterpillar, DuPont, Siemens, GE. But industrial companies must understand that branding goes far beyond building names for a set of offerings. Branding is about promising that the company's offering will create and deliver a certain level of performance. The promise behind the brand becomes the motivating force for all the activities of the company and its partners. Our book is one of the first to probe deeply into the art and science of branding industrial products. We provide the concepts, the theory, and dozens of cases illustrating the successful branding of industrial goods.
OTHER EDITION IN ANOTHER MEDIUM
International Standard Book Number
9783540253600
TOPICAL NAME USED AS SUBJECT
Economics.
Management.
Marketing.
Marketing.
Economics/Management Science.
PERSONAL NAME - PRIMARY RESPONSIBILITY
Kotler, Philip.
PERSONAL NAME - ALTERNATIVE RESPONSIBILITY
Pfoertsch, Waldemar.
CORPORATE BODY NAME - ALTERNATIVE RESPONSIBILITY
SpringerLink (Online service)
ORIGINATING SOURCE
Date of Transaction
20140403163900.0
ELECTRONIC LOCATION AND ACCESS
Electronic name
مطالعه متن کتاب [Book]
Y
