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Philip Kotler

B2B Brand Management

Ebook (PDF Format)

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 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 perfo… Mehr

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Produktdetails

Weitere Autoren: Pfoertsch, Waldemar
  • ISBN: 978-3-540-44729-0
  • EAN: 9783540447290
  • Produktnummer: 12822574
  • Verlag: Springer-Verlag GmbH
  • Sprache: Englisch
  • Erscheinungsjahr: 2006
  • Plattform: PDF
  • Masse: 5'164 KB
  • Auflage: 2006

Über den Autor

113194741

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