B2B Brand Management

B2B Brand Management by Philip Kotler, Waldemar Pfoertsch.

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...

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Bibliographic Details
Main Authors: Kotler, Philip (Author), Pfoertsch, Waldemar (Author)
Corporate Author: SpringerLink (Online service)
Format: eBook
Language:English
Published: Berlin, Heidelberg : Springer Berlin Heidelberg : Imprint: Springer, 2006.
Edition:1st ed. 2006.
Series:Springer eBook Collection.
Subjects:
Marketing.
Management.
Electronic resources (E-books)
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Call Number: E-Book
Status: Available

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