B2B Brand Management

by Waldemar Pfoertsch and Philip Kotler

Book Overview

This book is one of the first to probe deeply into the art and science of branding industrial products. 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 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...

• Format: Paperback
• Language: English
• ISBN: 3642064701
• ISBN13: 9783642064708
• Release Date: February 2010
• Publisher: Springer
• Length: 357 Pages
• Weight: 1.16 lbs.
• Dimensions: 0.8" x 6.1" x 9.2"