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B2B Brand Management by Ph.D. Kotler, Philip: Used
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Gut: Buch, das gelesen wurde, sich aber in einem guten Zustand befindet. Der Einband weist nur sehr ...
Book Title
B2B Brand Management
Publication Date
2006-08-17
Pages
357
ISBN
9783540253600

Über dieses Produkt

Product Identifiers

Publisher
Springer Berlin / Heidelberg
ISBN-10
3540253602
ISBN-13
9783540253600
eBay Product ID (ePID)
51822385

Product Key Features

Number of Pages
Xvi, 357 Pages
Language
English
Publication Name
B2b Brand Management
Publication Year
2006
Subject
Consumer Guides, Marketing / General, Management
Type
Not Available
Author
Philip. Kotler, Waldemar Pfoertsch
Subject Area
Reference, Business & Economics
Format
Hardcover

Dimensions

Item Height
0.4 in
Item Weight
54.7 Oz
Item Length
9.3 in
Item Width
6.1 in

Additional Product Features

LCCN
2006-930595
Dewey Edition
22
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)
Number of Volumes
1 vol.
Illustrated
Yes
Dewey Decimal
658.827
Intended Audience
Scholarly & Professional
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.
Synopsis
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., 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. In fact, these brands are worth many times more than the book value of the property used to make these brands. 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. Thus if Motorola promises six sigma quality, then everyone at Motorola is driven to create and deliver this level of performance. Thus 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. Branding is the outward expression of the company's earlier decisions on positioning its products and articulating its value propositions to buyers. When branding works, the sales people enter the offices of customers already well-known and respected who stand ready to give them a hearing. 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., 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., 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.
LC Classification Number
HF5410-5417.5
As told to
Michi, Ines

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