2012, ISBN: 9781461517375

Business to Business Products and Services, eBooks, eBook Download (PDF), Strategy and Management of Industrial Brands is the first book devoted to business-to-business products and servi… Mehr…

Business to Business Products and Services, eBooks, eBook Download (PDF), Strategy and Management of Industrial Brands is the first book devoted to business-to-business products and services. Looking at numerous companies, this book defines two brand objectives that are specific to the industrial and service sectors and which must be added to the traditional functions of branding: the minimization of risk as perceived by buyers, and the facilitation of the customer company's performance by the supplier brand. Different ways of classifying brands are suggested, providing a better understanding of brand strategies adopted by business-to-business companies, as well as new concepts such as brand `printability', `visibility', and `purchaseability'. Five major brand categories are dealt with in separate chapters: -entering goods brands; -intermediary equipment goods brands; -equipment goods brands; -business-to-business service brands; and -industrial distributor brands. From a practical point of view, the aim of the book is to address the main concerns of managers: How to create and protect brands? What type of visual identity is appropriate? How to manage international brands? An analysis of 1,500 industrial brands as well as 40 case studies are included in this book. These brands are used in both the industrial (automotive, building, aeronautics, IT, etc.) and consumer sectors (clothing, electronics, food packaging, telecommunications, etc.). This book has been written for professors and students of universities and business schools, as well as managers and people working in industry or the service sector. [PU: Springer US], Springer US, 2012<

ISBN: 9781461517375

Strategy and Management of Industrial Brands is the first book devoted to business-to-business products and services. Looking at numerous companies, this book defines two brand objectives… Mehr…

Strategy and Management of Industrial Brands is the first book devoted to business-to-business products and services. Looking at numerous companies, this book defines two brand objectives that are specific to the industrial and service sectors and which must be added to the traditional functions of branding: the minimization of risk as perceived by buyers, and the facilitation of the customer company's performance by the supplier brand. Different ways of classifying brands are suggested, providing a better understanding of brand strategies adopted by business-to-business companies, as well as new concepts such as brand `printability', `visibility', and `purchaseability'. Five major brand categories are dealt with in separate chapters: -entering goods brands; -intermediary equipment goods brands; -equipment goods brands; -business-to-business service brands; and -industrial distributor brands. From a practical point of view, the aim of the book is to address the main concerns of managers: How to create and protect brands? What type of visual identity is appropriate? How to manage international brands? An analysis of 1,500 industrial brands as well as 40 case studies are included in this book. These brands are used in both the industrial (automotive, building, aeronautics, IT, etc.) and consumer sectors (clothing, electronics, food packaging, telecommunications, etc.). This book has been written for professors and students of universities and business schools, as well as managers and people working in industry or the service sector. BUSINESS & ECONOMICS,Marketing,General, eBooks.com<

ISBN: 9781461517375

*Strategy and Management of Industrial Brands* - Business to Business Products and Services / pdf eBook für 53.49 € / Aus dem Bereich: eBooks, Wirtschaft Medien > Bücher nein eBook als pd… Mehr…

*Strategy and Management of Industrial Brands* - Business to Business Products and Services / pdf eBook für 53.49 € / Aus dem Bereich: eBooks, Wirtschaft Medien > Bücher nein eBook als pdf eBooks > Wirtschaft, Springer US<

ISBN: 9781461517375

Strategy and Management of Industrial Brands - Business to Business Products and Services: ab 53.49 € eBooks > Wirtschaft Springer US eBook als pdf, Springer US

2012, ISBN: 9781461517375

Business to Business Products and Services, eBooks, eBook Download (PDF), [PU: Springer US], Springer US, 2012