B2B Brand Management - Hardcover

Kotler, Philip; Pfoertsch, Waldemar

Hardcover

ISBN 10: 3540253602 ISBN 13: 9783540253600

Publisher: Springer, 2006

Synopsis

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.

About this title

Product Description:

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.

Review:

"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

About this edition

• Publisher: Springer
• Publication date: 2006
• ISBN 10: 3540253602
• ISBN 13: 9783540253600
• Binding: Hardcover
• Number of pages: 373