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Brand Management by Philip Kotler review book from Amazon:
This is one of the
first books to probe deeply into the art and science of branding industrial
products. The book comes at a time when more industrial companies need to start
using branding in a sophisticated way. It 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. As industrial companies are turning
to branding this book provides the best practices and hands-on advice for B2B
brand management.
Philip Kotler, one of
the fathers of modern marketing, and Waldemar Pfoertsch do not push the
branding envelope in this book, but it is nevertheless a useful text on B2B
branding - and in fact on branding in general. They illustrate their points
with numerous, interesting and relevant real-world examples, as well as with a
surfeit of diagrams and charts, and they go into great detail about the nuances
of brand building, maintenance and architecture. Unfortunately, the book's real
strengths make the noticeable typos especially jarring. getAbstract recommends
this work to students and to early-career marketers who want to understand why
and how businesses need to build better brands.
Product Details: B2B
Brand Management [Paperback]
Philip Kotler
(Author), Waldemar Pfoertsch (Author), I. Michi (Contributor)
- Paperback:
373 pages
- Publisher:
Springer; Softcover reprint of hardcover 1st ed. 2006 edition (November 9,
2010)
- Language:
English
- ISBN-10:
3642064701
- ISBN-13:
978-3642064708
- Product Dimensions: 6.1 x 0.8 x 9.2 inches
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