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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...
| Clasificación: | Libro Electrónico |
|---|---|
| Autores principales: | , |
| Autor Corporativo: | |
| Formato: | Electrónico eBook |
| Idioma: | Inglés |
| Publicado: |
Berlin, Heidelberg :
Springer Berlin Heidelberg : Imprint: Springer,
2006.
|
| Edición: | 1st ed. 2006. |
| Temas: | |
| Acceso en línea: | Texto Completo |
MARC
| LEADER | 00000nam a22000005i 4500 | ||
|---|---|---|---|
| 001 | 978-3-540-44729-0 | ||
| 003 | DE-He213 | ||
| 005 | 20220120155430.0 | ||
| 007 | cr nn 008mamaa | ||
| 008 | 100301s2006 gw | s |||| 0|eng d | ||
| 020 | |a 9783540447290 |9 978-3-540-44729-0 | ||
| 024 | 7 | |a 10.1007/978-3-540-44729-0 |2 doi | |
| 050 | 4 | |a HF5410-5417.5 | |
| 072 | 7 | |a KJS |2 bicssc | |
| 072 | 7 | |a BUS043000 |2 bisacsh | |
| 072 | 7 | |a KJS |2 thema | |
| 082 | 0 | 4 | |a 658.8 |2 23 |
| 100 | 1 | |a Kotler, Philip. |e author. |4 aut |4 http://id.loc.gov/vocabulary/relators/aut | |
| 245 | 1 | 0 | |a B2B Brand Management |h [electronic resource] / |c by Philip Kotler, Waldemar Pfoertsch. |
| 250 | |a 1st ed. 2006. | ||
| 264 | 1 | |a Berlin, Heidelberg : |b Springer Berlin Heidelberg : |b Imprint: Springer, |c 2006. | |
| 300 | |a XVI, 357 p. |b online resource. | ||
| 336 | |a text |b txt |2 rdacontent | ||
| 337 | |a computer |b c |2 rdamedia | ||
| 338 | |a online resource |b cr |2 rdacarrier | ||
| 347 | |a text file |b PDF |2 rda | ||
| 505 | 0 | |a Being Known or Being One of Many -- To Brand or Not to Brand -- B2B Branding Dimensions -- Acceleration Through Branding -- Success Stories of B2B Branding -- Beware of Branding Pitfalls -- Future Perspective. | |
| 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. Our book is one of the first to probe deeply into the art and science of branding industrial products. We provide the concepts, the theory, and dozens of cases illustrating the successful branding of industrial goods. | ||
| 650 | 0 | |a Marketing. | |
| 650 | 0 | |a Management. | |
| 650 | 1 | 4 | |a Marketing. |
| 650 | 2 | 4 | |a Management. |
| 700 | 1 | |a Pfoertsch, Waldemar. |e author. |4 aut |4 http://id.loc.gov/vocabulary/relators/aut | |
| 710 | 2 | |a SpringerLink (Online service) | |
| 773 | 0 | |t Springer Nature eBook | |
| 776 | 0 | 8 | |i Printed edition: |z 9783540809258 |
| 776 | 0 | 8 | |i Printed edition: |z 9783642064708 |
| 776 | 0 | 8 | |i Printed edition: |z 9783540253600 |
| 856 | 4 | 0 | |u https://doi.uam.elogim.com/10.1007/978-3-540-44729-0 |z Texto Completo |
| 912 | |a ZDB-2-SBE | ||
| 912 | |a ZDB-2-SXBM | ||
| 950 | |a Business and Economics (SpringerNature-11643) | ||
| 950 | |a Business and Management (R0) (SpringerNature-43719) | ||