B2B Brand Management
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 industri...
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| Format: | Llibre |
| Idioma: | anglès |
| Publicat: |
Germaney
Springer
2006
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| 100 | |a Kotler,Philip |9 11936 | ||
| 245 | |a B2B Brand Management | ||
| 260 | |a Germaney |b Springer |c 2006 | ||
| 300 | |a xvi,357p | ||
| 520 | |a 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. | ||
| 650 | |a B2B Brand Management |a Branding |9 11937 | ||
| 700 | |a Pfoertsch,Waldemar |9 11938 | ||
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