B2b brand management
Auteur :
Kotler, Philip / Pfoertsch, Waldemar
Éditeur :
Springer-Verlag Berlin and Heidelberg GmbH & Co. KG
ISBN :
9783540253600
Date de publication :
17 août 2006
Dimensions :
23,5 x 15,5 cm
Langue :
Anglais
Pays d'origine :
Allemagne
As products become increasingly similar, companies are turning to branding as a way to create a preference for their offerings. Now it is time for more industrial companies to start using branding in a sophisticated way. But industrial companies must understand that branding goes far beyond building names for a set of offerings.