B2b brand management
Auteur :
Kotler, Philip / Pfoertsch, Waldemar
Éditeur :
Springer-Verlag Berlin and Heidelberg GmbH & Co. KG
ISBN :
9783642064708
Date de publication :
12 févr. 2010
Dimensions :
21,0 x 15,0 x 2,5 cm
Poids :
575 g
Format :
Trade paperback (US)
Langue :
Anglais
Pays d'origine :
USA
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.