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...

Full description

Main Author: Kotler, Philip.
Corporate Author: SpringerLink (Online service)
Other Authors: Pfoertsch, Waldemar.
Format: Electronic
Language: English
Published: Berlin, Heidelberg : Springer Berlin Heidelberg, 2006.
Online Access: http://dx.doi.org/10.1007/978-3-540-44729-0
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