4862619

9783540253600

B2b Brand Management
B2b Brand Management
$24.98
$3.95 Shipping
List Price
$49.95
Discount
49% Off
You Save
$24.97

  • Condition: New
  • Provider: TextbookRush Contact
  • Provider Rating:
    92%
  • Ships From: Columbus, OH
  • Shipping: Standard, Expedited
  • Comments: All orders ship SAME or NEXT business day. Expedited shipments will be received in 1-5 business days within the United States. We proudly ship to APO/FPO addresses. 100% Satisfaction Guaranteed!

   30-day money back guarantee
$3.24
$3.95 Shipping
List Price
$49.95
Discount
93% Off
You Save
$46.71

  • Condition: Very Good
  • Provider: Better World Books Contact
  • Provider Rating:
    92%
  • Ships From: Mishawaka, IN
  • Shipping: Standard, Expedited
  • Comments: Great condition for a used book! Minimal wear. 100% Money Back Guarantee. Shipped to over one million happy customers. Your purchase benefits world literacy!

   30-day money back guarantee

Ask the provider about this item.

Most renters respond to questions in 48 hours or less.
The response will be emailed to you.
Cancel
  • ISBN-13: 9783540253600
  • ISBN: 3540253602
  • Publisher: Springer Verlag

AUTHOR

SUMMARY

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.Kotler, Philip is the author of 'B2b Brand Management ' with ISBN 9783540253600 and ISBN 3540253602.

[read more]

Questions about purchases?

You can find lots of answers to common customer questions in our FAQs

View a detailed breakdown of our shipping prices

Learn about our return policy

Still need help? Feel free to contact us

View college textbooks by subject
and top textbooks for college

The ValoreBooks Guarantee

The ValoreBooks Guarantee

With our dedicated customer support team, 30-day no-questions-asked return policy, and our price match guarantee, you can rest easy knowing that we're doing everything we can to save you time, money, and stress.