000			02814nam a2200373Ia 4500
001			1422
008			230305s2006 xx 000 0 und d
020			_a3450253602
040			_cTBS
041			_aeng
043			_aen_UK
245		0	_aB2B brand management
260			_bSpringer, _c2006
300			_axvi + 357 p . ; 24 cm
520			_aAs 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. In fact, these brands are worth many times more than the book value of the property used to make these brands. 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 performance. The promise behind the brand becomes the motivating force for all the activities of the company and its partners. Thus if Motorola promises six sigma quality, then everyone at Motorola is driven to create and deliver this level of performance. Thus branding is the road that a company must travel to define what it wants to be excellent at and how its offerings differ from competitors. Branding is the outward expression of the company's earlier decisions on positioning its products and articulating its value propositions to buyers. When branding works, the sales people enter the offices of customers already well-known and respected who stand ready to give them a hearing. Our book is one of the first to probe deeply into the art and science of branding industrial products. We provide the concepts, the theory, and dozens of cases illustrating the successful branding of industrial goods.
590			_bPreview available on Google Books
630			_aMarketing / Advertising
650		0	_aBranding (Marketing) _96284
650			_a BtoB _97067
650		0	_aIndustrial marketing _92314
650			_a Study Cases _97516
650		0	_aDesign _92796
650			_a Loyalty _920534
650			_a China _94051
650			_a Corporate Social Responsibility _921094
653			_aBibliography MSc - Marketing Management: Account-Based Marketing
700			_aPfoertsch, Waldemar _eAuthor _96914
700			_aKotler, Philip _eAuthor _91123
856			_uhttps://books.google.es/books?id=bcmo-WZtOvQC&printsec=frontcover&dq=b2b+brand+managemnet&hl=ca&sa=X&redir_esc=y#v=onepage&q=b2b%20brand%20managemnet&f=false
902			_a458
905			_am
942			_a1 _2ddc
999			_c1432 _d1432