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B2B brand management

Author: Kotler, Philip ; Pfoertsch, Waldemar ; Michi, InesPublisher: Springer, 2006.Language: EnglishDescription: 357 p. : Graphs ; 24 cm.ISBN: 3540253602 ; 9783540447290Type of document: Book Online Access: Click here Bibliography/Index: Includes bibliographical references and index
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Includes bibliographical references and index

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B2B Brand Management Contents Foreword.................................................................................................................V Preface................................................................................................................... IX Acknowledgements........................................................................................... XI Chapter 1 Being Known or Being One of Many............................................................ 1 Chapter 2 To Brand or Not to Brand.............................................................................. 15 2.1 B2B B2C................................................................................................... 20 2.2 B2B Brand Relevance.......................................................................... 34 2.3 Power of the Business Brand............................................................ 50 Chapter 3 B2B Branding Dimensions............................................................................. 65 3.1 Brand Distinction.................................................................................. 73 3.2 Brand Communication...................................................................... 106 3.3 Brand Evaluation................................................................................ 123 3.4 Brand Specialties................................................................................ 124 Chapter 4 Acceleration Through Branding................................................................ 157 4.1 Brand Planning.................................................................................... 160 4.2 Brand Analysis..................................................................................... 163 4.3 Brand Strategy..................................................................................... 168 4.4 Brand Building..................................................................................... 181 4.5 Brand Audit...........................................................................................191 Chapter 5 Success Stories of B2B Branding.............................................................. 207 5.1 FedEx.....................................................................................209 5.2 Samsung............................................................................ 215 5.3 Cemex.....................................................................................224 5.4 IBM............................................................................................ 232 5.5 Siemens............................................................................... 239 5.6 Lanxess................................................................................ 246 5.7 Lenovo...................................................................................... 249 5.8 Tata Steel............................................................................. 261 Chapter 6 Beware of Branding Pitfalls................................................................277 Pitfall No. 1: A Brand Is Something You Own............................. 278 Pitfall No. 2: Brands Take Care of Themselves........................... 280 Pitfall No. 3: Brand Awareness vs. Brand Relevance................. 282 Pitfall No. 4: Don't Wear Blinders................................................285 Pitfall No. 5: Don't Let Outsiders Do Your Job...........................289 Chapter 7 Future Perspective......................................................................................... 297 7.1 Corporate Social Responsibility............................................299 7.2 Branding in China............................................................... 302 7.3 Design and Branding.......................................................... 314 7.4 Lovemarks and Brand Leadership.......................................321 About the Authors.............................................................................. 327 Bibliography...................................................................................................... 331 Company and Brand Index..................................................................343 Subject Index....................................................................................................351

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