B to B branding 

 -  De Boeck,  2014 
 - 206 p. ; 24 cm 
<br/><br/> creating synergies in the value chain 
<br/><br/> BtoC brands have already reached a maturity stage while BtoB brands remain in a fast-growing stage, both in terms of marketing & brand manager positions and in terms of allocated budgets for brand promotion. ; Consequently, one of the main goals of this book is to provide companies, schools and universities support to better promote their brands. Many organizations are subcontractors depending on their ability to win request for proposals. Without a brand strategy, the candidate company stays invisible in the value chain: no name, no gain! The challenge for organizations is to win the 'battle for visibility' in order to put an end to their anonymity status (simple technical partner). From then on, they have to create value through a fitted professional branding policy. 
<br/><br/><label>ISBN: </label>9782804184636 
<br/><br/><label>Subjects--Uniform Titles: </label><br/>Marketing--Advertising
<br/><br/><label>Subjects--Topical Terms: </label><br/>Branding (Marketing)<br/>Marketing<br/> industrial<br/> Shopping center<br/> Supply<br/> Demand<br/>Communication in marketing<br/>Strategy
<br/><br/><label>Subjects--Index Terms: </label>Bibliography MSc - Marketing Management: Account-Based Marketing