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B2B Brand Management
Philip Kotler, Waldemar Pfoertsch (Gebundene Ausgabe, Englisch)
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Beschreibung
As B2B solutions continue to advance, industrial companies are embracing branding to differentiate themselves and generate preference for their offers. While branding has been crucial to the success of renowned consumer goods like Coca-Cola, McDonald's, and Mercedes-Benz, it's time for more industrial companies to systematically enhance their brand management strategies.
Industrial pioneers such… as Caterpillar, DuPont, GE, and Siemens have paved the way, demonstrating that effective branding goes beyond assigning names to products or services. It entails a commitment to delivering the level of performance associated with the company's offerings—a brand promise that fuels all organizational activities and collaborations with partners.
This book's second edition builds upon the conceptual framework, exploring transformative performance marketing and Artificial Intelligence to elevate B2B brand management. By integrating theoretical aspects of H2H (Human-to-Human) marketing, service-dominant logic, design thinking, and digitalization, it deepens the understanding of branding for industrial products.
Featuring dozens of real-world examples, this book illustrates how successful branding can propel industrial companies to new heights. Readers can expect to gain actionable insights and a comprehensive understanding of the evolving landscape of B2B brand management, enabling them to propel their industrial branding to the next level. Dieses Produkt haben wir gerade leider nicht auf Lager.
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Technische Daten
Erscheinungsdatum
18.09.2025
Sprache
Englisch
EAN
9783031946646
Herausgeber
Springer International Publishing
Sonderedition
Nein
Autor
Philip Kotler, Waldemar Pfoertsch
Seitenanzahl
386
Auflage
2
Einbandart
Gebundene Ausgabe
Buch Untertitel
Incorporating Performance Branding, Transformative Marketing and Artificial Intelligence
Schlagwörter
B2B, B2B Brand Management, Brand Myths, Business Branding, Business Brands, Re-branding, Transformational marketing
Thema-Inhalt
KJSC - Marken und Markenkonzepte
KJC - Strategisches Management
KJS - Marketing und Vertrieb
Höhe
235 mm
Breite
15.5 cm
Hersteller: Springer Nature Customer Service Center GmbH, ProductSafety@springernature.com
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