B2B Brand Management
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 well-known consumer goods such as Coca Cola, McDonald's, Kodak, and Mercedes. Now it is time for more industri...
|Main Author:||Kotler, Philip.|
|Corporate Author:||SpringerLink (Online service)|
|Other Authors:||Pfoertsch, Waldemar.|
Berlin, Heidelberg :
Springer Berlin Heidelberg,
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