B2B Brand Management, Hardback Book


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.


  • Format: Hardback
  • Pages: 357 pages, XVI, 357 p.
  • Publisher: Springer-Verlag Berlin and Heidelberg GmbH & Co. K
  • Publication Date:
  • Category: Sales & marketing
  • ISBN: 9783540253600

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