B2B Brand Management

• Main Authors: Kotler, Philip (Author), Pfoertsch, Waldemar (Author)
• Corporate Author: SpringerLink (Online service)
• Format: Electronic eBook
• Language: English
• Published: Berlin, Heidelberg : Springer Berlin Heidelberg, 2006.
• Subjects: Business.; Marketing.; Management.; Business and 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. Now it is time for more industri...

Table of Contents:

• 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.