This is one of the first books to probe deeply into the art and science of branding industrial products. The book comes at a time when more industrial companies need to start using branding in a sophisticated way. It provides the concepts, the theory, and dozens of cases illustrating the successful branding of industrial goods. It offers strategies for a successful development of branding concepts for business markets and explains the benefits and the value a business, product or service provides to industrial customers. As industrial companies are turning to branding this book provides the best practices and hands-on advice for B2B brand management.
- ISBN10 6610634912
- ISBN13 9786610634910
- Publish Date 1 January 2006
- Publish Status Active
- Out of Print 9 February 2012
- Publish Country US
- Imprint Springer
- Format eBook
- Pages 368
- Language English