B2B Brand Management: The Success Dimensions of Business Brands
| Autor | Philip Kotler, Waldemar Pfoertsch |
| 4099923810 | |
| Idioma | Germany - English |
| Terminal correspondiente | Android|iPhone|iPad|PC |
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Professor Waldemar Pfoertsch, Kotler makes a case for brand management in business-to-business (b2b) marketing as well. … The core proposition in the book is that in the new globalized world ‘being known’ rather than ‘being one of many’ is the need of the hour. …
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A lot of courses deal with Brand Management but only few of them focuses on Business to Business branding. This course focuses on B2B branding which is substantially different from B2C brand management.
The Success Dimensions of Business Brands. Springer Berlin (2006) ISBN 3540253602 Waldemar Pförtsch, Indrajanto Müller: Die Marke in der Marke – Bedeutung und Macht des Ingredient Branding , Springer Verlag Berlin Heidelberg New York (2006) ISBN 3-54030-057-0
Das Buch zeigt auf, wie Unternehmen ihre Arbeitgebermarke systematisch aufbauen und steuern können, um im Wettbewerb um Mitarbeiter erfolgreich zu sein. Neben den Grundlagen des Employer Brand Managem
The data tells them people are discovering content, brands and products in mobile apps, so advertisers are looking for new and creative ways to share information with people there. We’re committed to building great mobile experiences for people and doing so also opens up new creative possibilities for advertisers.
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In arriving at the brand essence of a company, it may be helpful to use a “bull’s eye” tool. This sets the brand essence in the context of what customers say and think about a supplier, what evidence there is that the essence is being delivered and the personality of the company. | B2B
Branding, Brand Management, Brand Differentiation, Brand Three Dimensions in How Global Brands are Evaluated by Consumers Global Branding, Corporate Reputation, CSR,
