Ingredient Branding Making the Invisible Visible /

• Main Authors: Kotler, Philip (Author), Pfoertsch, Waldemar (Author)
• Corporate Author: SpringerLink (Online service)
• Format: Electronic eBook
• Language: English
• Published: Berlin, Heidelberg : Springer Berlin Heidelberg, 2010.
• Subjects: Business.; Marketing.; Management.; Business and Management.

An Ingredient Brand is exactly what the name implies: an ingredient or component of a product that has its own brand identity. This is the first comprehensive book that explains how Ingredient Branding works and how brand managers can successfully improve the performance of component marketing. The...