Coverart for item
The Resource B2B brand management, Philip Kotler, Waldemar Pfoertsch ; with the cooperation of Ines Michi

B2B brand management, Philip Kotler, Waldemar Pfoertsch ; with the cooperation of Ines Michi

Label
B2B brand management
Title
B2B brand management
Statement of responsibility
Philip Kotler, Waldemar Pfoertsch ; with the cooperation of Ines Michi
Title variation
Business to business brand management
Creator
Contributor
Subject
Genre
Language
eng
Summary
As products become increasingly similar, companies are turning to branding as a way to create a preference in their offerings. Branding has been the essential factor in the success of well-known consumer goods such as Coca Cola, McDonalds, Kodak, and Mercedes. Now it is time for more industrial companies to start using branding in a more 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. This book is one of the first to probe deeply into the art and science of branding industrial products. It provides the concepts, the theory, and dozens of cases illustrating the successful branding of industrial goods
Cataloging source
DLC
http://library.link/vocab/creatorName
Kotler, Philip
Illustrations
illustrations
Index
index present
LC call number
HD69.B7
LC item number
K68 2006
Literary form
non fiction
Nature of contents
bibliography
http://library.link/vocab/relatedWorkOrContributorName
  • Pfoertsch, Waldemar
  • Michi, Ines
http://library.link/vocab/subjectName
  • Brand name products
  • Brand name products
Label
B2B brand management, Philip Kotler, Waldemar Pfoertsch ; with the cooperation of Ines Michi
Instantiates
Publication
Bibliography note
Includes bibliographical references (pages [331]-342) and index
Carrier category
volume
Carrier category code
  • nc
Carrier MARC source
rdacarrier
Content category
text
Content type code
  • txt
Content type MARC source
rdacontent
Contents
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
Control code
71305656
Dimensions
24 cm
Extent
  • xvi, 357 pages
  • c
Isbn
9783540253600
Isbn Type
(alk. paper)
Lccn
2006930595
Media category
unmediated
Media MARC source
rdamedia
Media type code
  • n
Other control number
9783540253600
Other physical details
illustrations ;
Label
B2B brand management, Philip Kotler, Waldemar Pfoertsch ; with the cooperation of Ines Michi
Publication
Bibliography note
Includes bibliographical references (pages [331]-342) and index
Carrier category
volume
Carrier category code
  • nc
Carrier MARC source
rdacarrier
Content category
text
Content type code
  • txt
Content type MARC source
rdacontent
Contents
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
Control code
71305656
Dimensions
24 cm
Extent
  • xvi, 357 pages
  • c
Isbn
9783540253600
Isbn Type
(alk. paper)
Lccn
2006930595
Media category
unmediated
Media MARC source
rdamedia
Media type code
  • n
Other control number
9783540253600
Other physical details
illustrations ;

Library Locations

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      38.944491 -92.326012
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