This is one of the first books to probe deeply into the art and science of branding industrial products.
The book comes at a time when more industrial companies need to start using branding in a sophisticated way.
It provides the concepts, the theory, and dozens of cases illustrating the successful branding of industrial goods.
It offers strategies for a successful development of branding concepts for business markets and explains the benefits and the value a business, product or service provides to industrial customers.
As industrial companies are turning to branding this book provides the best practices and hands-on advice for B2B brand management.
- Format: Hardback
- Pages: 357 pages, XVI, 357 p.
- Publisher: Springer-Verlag Berlin and Heidelberg GmbH & Co. K
- Publication Date: 17/08/2006
- Category: Sales & marketing
- ISBN: 9783540253600