B2B Brand Management

As products become increasingly similar, companies are turning to branding as a way to create a preference for their offerings. Now it is time for more industrial companies to start using branding in a sophisticated way. But industrial companies must understand that branding goes far beyond building names for a set of offerings.

Aceasta este una dintre primele carti care cerceteaza in profunzime arta si stiinta brandingului produselor industriale. Pe masura ce companiile industriale se indreapta catre branding, aceasta carte ofera cele mai bune practici si sfaturi practice pentru managementul marcii B2B.