B2B Brand Management
作者: Philip Koter / Waldemar Pfoertsch
出版社: Springer Verlag
出版年: 2006
页数: 357
ISBN: 9783540253600 Book Contents This is one of the first books to probe deeply into the artand science of branding industrial products. The book comes at atime when more industrial companies need to start using branding ina sophisticated way. It provides the concepts, the theory, anddozens of cases illustrating the successful branding of industrialgoods. It offers strategies for a successful development ofbranding concepts for business markets and explains the benefitsand the value a business, product or service provides to industrialcustomers. As industrial companies are turning to branding thisbook provides the best practices and hands-on advice for B2B brandmanagement.
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