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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
- Taal
- Jaar van publicatie
- 2006
- product-detail.submit-box.info.binding
- (Hardcover)
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- Titel
- B2B brand management
- Taal
- Engels
- Auteurs
- Philip Kotler
- Uitgever
- Springer
- Jaar van publicatie
- 2006
- Formaat
- Hardcover
- Aantal pagina's
- 357
- ISBN10
- 3540253602
- ISBN13
- 9783540253600
- Reeks
- Beoordeling
- 3,9 van 5
- Aantekening
- 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.