Год выпуска: 0 Автор: Philippe Malaval, Christophe Benaroya Издательство: Страниц: 0 ISBN: 0792379705
Описание
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 whichmust 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...
