| #1119090 in eBooks | 2006-09-22 | 2006-09-22 | File Name: B000VHSZRM | PDF # 1
||5 of 6 people found the following review helpful.| Less than promised|By Jayme Kopke|Given the lack of good content on B2B marketing, not to mention B2B branding, and Mr Kotler's reputation, I was expecting much from this book. It was a disappointment. As said by a previous reviewer, the book doesn't really concentrate on the B2B field, using many well known examples of consumer brands. This wouldn't be a problem if these case|||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
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 busines...
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