B2B brand management / Philip Kotler, Waldemar Pfoertsch ; con la cooperación de Ines Michi
Tipo de material:
TextoDetalles de publicación: Berlin, Heidelberg : Springer Science+Business Media, 2006Descripción: xvi, 357 p. : il. ; 25 cmISBN: - 3540253602
- 9783540253600
- Business to business brand management [Título paralelo]
- HD69.B7 K874 2006
Contenidos:
Revisión: "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 the well-known consumer goods such as Coca Cola, McDonald´s, Kodak, and Mercedes". -- P.
cap. 1. Being know or being one of many -- cap. 2. To brand or not to brand -- Cap. 3. B2B Branding dimensions -- cap. 4. Acceleration through branding -- cap. 5. Success stories of B2B branding -- cap. 6. Beware of branding pitfalls -- cap. 7. Future perspective
| Tipo de ítem | Biblioteca actual | Biblioteca de origen | Colección | Signatura topográfica | Copia número | Estado | Notas | Fecha de vencimiento | Código de barras | Reserva de ítems | |
|---|---|---|---|---|---|---|---|---|---|---|---|
Libros para consulta en sala
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Biblioteca Antonio Enriquez Savignac | Biblioteca Antonio Enriquez Savignac | COLECCIÓN RESERVA | HD69.B7 K874 2006 (Navegar estantería(Abre debajo)) | 1 | No para préstamo | Negocios Internacionales | 014608 | |||
Libros
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Biblioteca Antonio Enriquez Savignac | Biblioteca Antonio Enriquez Savignac | Colección General | HD69.B7 K874 2006 (Navegar estantería(Abre debajo)) | 2 | Disponible | Negocios Internacionales | 014609 |
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cap. 1. Being know or being one of many -- cap. 2. To brand or not to brand -- Cap. 3. B2B Branding dimensions -- cap. 4. Acceleration through branding -- cap. 5. Success stories of B2B branding -- cap. 6. Beware of branding pitfalls -- cap. 7. Future perspective
"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 the well-known consumer goods such as Coca Cola, McDonald´s, Kodak, and Mercedes". -- P.
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