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Philip Kotler Waldemar Pfoertsch B2B Brand Management (Hardback)
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eBay item number:335185222566
Item specifics
- Condition
- Book Title
- B2B Brand Management
- Publication Name
- B2b Brand Management
- Title
- B2B Brand Management
- Contributor
- I. Michi (Other)
- Format
- Hardcover
- EAN
- 9783540253600
- ISBN
- 9783540253600
- Edition
- 2006 ed.
- Publisher
- Springer Berlin / Heidelberg
- Genre
- Business & Finance
- Release Year
- 2006
- Release Date
- 17/08/2006
- Language
- English
- Country/Region of Manufacture
- DE
- Item Height
- 0.4in
- Item Length
- 9.3in
- Item Weight
- 54.7 Oz
- Publication Year
- 2006
- Type
- Not Available
- Item Width
- 6.1in
- Number of Pages
- Xvi, 357 Pages
About this product
Product Information
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. This book provides the concepts, the theory, and dozens of cases illustrating the successful branding of industrial goods. It offers strategies for a successful development of branding concepts for business markets and explains the benefits and the value a business, product or service provides to industrial customers. Branding is the road that a company must travel to define what it wants to be excellent at and how its offerings differ from competitors. This book provides the best practices and hands-on advice for B2B brand management.
Product Identifiers
Publisher
Springer Berlin / Heidelberg
ISBN-10
3540253602
ISBN-13
9783540253600
eBay Product ID (ePID)
51822385
Product Key Features
Publication Name
B2b Brand Management
Format
Hardcover
Language
English
Publication Year
2006
Type
Not Available
Number of Pages
Xvi, 357 Pages
Dimensions
Item Length
9.3in
Item Height
0.4in
Item Width
6.1in
Item Weight
54.7 Oz
Additional Product Features
As Told to
Michi, Ines
Number of Volumes
1 Vol.
Lc Classification Number
Hf5410-5417.5
Reviews
From the reviews: "Just received my copy of B2B Brand Management - what a beautiful piece of work! Thank you for this advancement to our practice! (Ralph A. Oliva, Executive Director, Institute for the Study of Business Markets Professor of Marketing, Smeal College of Business, Penn State University) "Proliferation of similar products, increasing complexity of customer needs (moving from stand-alone products to solutions), and high price pressures will force b2b marketers to focus on brand building. If you are a b2b marketer already thinking along those lines, then this book is the weightiest corroboration you could have asked for." (TMCnet, October 2006) "When it comes to marketing, there is no name bigger than Phillip Kotler. ? In this book, co-authored with ? Professor Waldemar Pfoertsch, Kotler makes a case for brand management in business-to-business (b2b) marketing as well. ? The core proposition in the book is that in the new globalized world ?being known? rather than ?being one of many? is the need of the hour. ? How does branding help in overcoming ? challenges? The authors offer a huge list-it helps with differentiation ? ." (Business Today, October, 2006), From the reviews:"Just received my copy of B2B Brand Management - what a beautiful piece of work! Thank you for this advancement to our practice! (Ralph A. Oliva, Executive Director, Institute for the Study of Business Markets Professor of Marketing, Smeal College of Business, Penn State University)"Proliferation of similar products, increasing complexity of customer needs (moving from stand-alone products to solutions), and high price pressures will force b2b marketers to focus on brand building. If you are a b2b marketer already thinking along those lines, then this book is the weightiest corroboration you could have asked for." (TMCnet, October 2006)"When it comes to marketing, there is no name bigger than Phillip Kotler. … In this book, co-authored with … Professor Waldemar Pfoertsch, Kotler makes a case for brand management in business-to-business (b2b) marketing as well. … The core proposition in the book is that in the new globalized world 'being known' rather than 'being one of many' is the need of the hour. … How does branding help in overcoming … challenges? The authors offer a huge list-it helps with differentiation … ." (Business Today, October, 2006), From the reviews: "Just received my copy of B2B Brand Management - what a beautiful piece of work! Thank you for this advancement to our practice! (Ralph A. Oliva, Executive Director, Institute for the Study of Business Markets Professor of Marketing, Smeal College of Business, Penn State University) "Proliferation of similar products, increasing complexity of customer needs (moving from stand-alone products to solutions), and high price pressures will force b2b marketers to focus on brand building. If you are a b2b marketer already thinking along those lines, then this book is the weightiest corroboration you could have asked for." (TMCnet, October 2006) , From the reviews: "Just received my copy of B2B Brand Management - what a beautiful piece of work! Thank you for this advancement to our practice! (Ralph A. Oliva, Executive Director, Institute for the Study of Business Markets Professor of Marketing, Smeal College of Business, Penn State University) "Proliferation of similar products, increasing complexity of customer needs (moving from stand-alone products to solutions), and high price pressures will force b2b marketers to focus on brand building. If you are a b2b marketer already thinking along those lines, then this book is the weightiest corroboration you could have asked for." (TMCnet, October 2006) "When it comes to marketing, there is no name bigger than Phillip Kotler. ... In this book, co-authored with ... Professor Waldemar Pfoertsch, Kotler makes a case for brand management in business-to-business (b2b) marketing as well. ... The core proposition in the book is that in the new globalized world 'being known' rather than 'being one of many' is the need of the hour. ... How does branding help in overcoming ... challenges? The authors offer a huge list-it helps with differentiation ... ." (Business Today, October, 2006), Aus den Rezensionen:"… Eine Marke schafft Identifikation und bietet Orientierung. … In diesem Buch erläutern die beiden Experten, wie Unternehmen, die sich an gewerbliche Kunden richten, eine Marke aufbauen und etablieren. … Die anderen Themen werden in ihren Grundzügen erläutert und durch zahlreiche Praxisbeispiele illustriert. Insbesondere zeigen die Autoren auf, welche Marketing-Instrumente geeignet sind, die Marke aufzubauen und zu pflegen. Sie beschreiben das methodische Vorgehen mit den zentralen Phasen der Planung, Analyse, Strategieformulierung, Umsetzung und Bewertung …"[http://www.business-wissen.de/de/buecher/rezensionen/rezension876.html'ops=prn]"… Die Einführung bringt dem Leser schnell das zugrunde gelegte BtoB Markenverständnis näher. In den weiteren Kapiteln orientieren sich die Autoren an der logischen Reihenfolge von Fragestellungen, die für Unternehmen während des Markenprozesses interessant werden. … Positiv hervorzuheben ist, dass der Leser, stets an Praxisbeispielen verdeutlicht, nützliche Hinweise zur Implementierung einer BtoB-Marke erhält und dass Markenführung im BtoB als holistischer Ansatz verstanden wird. Insgesamt … bietet das Buch eine leicht lesbare und solide Zusammenfassung der grundlegenden Funktionsweise von BtoB-Marken." (Salima Douven, in: transfer Werbeforschung & Praxis, 2007, Issue 2, S. 66)
Table of Content
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.
Copyright Date
2006
Target Audience
Scholarly & Professional
Topic
Marketing / General, Consumer Guides, Management
Lccn
2006-930595
Dewey Decimal
658.827
Dewey Edition
22
Illustrated
Yes
Genre
Business & Economics, Référence
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eBay item number:335185222566
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