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Brand communication in mid-size B2B companies
49,90 € *
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Brand communication is often considered to be a marketing discipline mostly applicable to B2C business. However, B2B products and services are also becoming ever more homogenous and companies have to find ways of differentiating themselves. This can be difficult enough for large corporations with extensive resources. Mid-size companies however face a whole different set of challenges. Furthermore, brand communication in mid-size B2B companies is a subject that has not found much attention in academic studies and so little information about brand communication within the parameters of mid-size companies and B2B markets exists. That is why the goal of this work is to give an overview of the relevance, difficulty and the necessity of brand communication in mid-size B2B companies.

Anbieter: Dodax
Stand: 22.01.2020
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B2B Brand Portfolio Strategy
38,00 € *
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'To structure and manage their portfolio of brands is one of the biggest challenges businesses face nowadays'. - Philip Kotler - Companies whose product offerings include multiple brands know that their brand and company reputation is a valuable asset. Yet what many of them may overlook is how important it is to customer to know what company is behind the brands they buy. Multi-brand companies can easily miss a valuable opportunity to use their brand reputation to bolster the reputation of their products, thereby creating one powerful multi brand strategy to help them build and protect corporate reputation and drive strong business results. In this publication, we present a new framework for B2B brand portfolio management and explore with two case studies the challenges in today's global market place. We will give first hand insights in this challenging task of managing multiple industrial brands with secondary and primary research. Managers, professors and students can get valuable knowledge from this publication.

Anbieter: Dodax AT
Stand: 22.01.2020
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B2B Brand Portfolio Strategy
36,90 € *
ggf. zzgl. Versand

'To structure and manage their portfolio of brands is one of the biggest challenges businesses face nowadays'. - Philip Kotler - Companies whose product offerings include multiple brands know that their brand and company reputation is a valuable asset. Yet what many of them may overlook is how important it is to customer to know what company is behind the brands they buy. Multi-brand companies can easily miss a valuable opportunity to use their brand reputation to bolster the reputation of their products, thereby creating one powerful multi brand strategy to help them build and protect corporate reputation and drive strong business results. In this publication, we present a new framework for B2B brand portfolio management and explore with two case studies the challenges in today's global market place. We will give first hand insights in this challenging task of managing multiple industrial brands with secondary and primary research. Managers, professors and students can get valuable knowledge from this publication.

Anbieter: Dodax
Stand: 22.01.2020
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B2B Brand Management
42,29 € *
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Erscheinungsdatum: 12.02.2010, Medium: Taschenbuch, Einband: Kartoniert / Broschiert, Titel: B2B Brand Management, Auflage: Softcover reprint of hardcover 1st ed. 2006, Autor: Kotler, Philip // Pfoertsch, Waldemar, Verlag: Springer Berlin Heidelberg // Springer-Verlag GmbH, Sprache: Englisch, Rubrik: Wirtschaft // Werbung, Marketing, Seiten: 376, Informationen: Paperback, Gewicht: 569 gr, Verkäufer: averdo

Anbieter: averdo
Stand: 22.01.2020
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Kotler, Philip: B2B Brand Management
55,99 € *
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Erscheinungsdatum: 17.08.2006, Medium: Buch, Einband: Gebunden, Titel: B2B Brand Management, Autor: Kotler, Philip // Pfoertsch, Waldemar, Verlag: Springer-Verlag GmbH // Springer Berlin, Sprache: Englisch, Schlagworte: Branding // wirtschaftlich // Marke // Marketing // B2B // Business-to-Business // Electronic Commerce // Business // Management // Marktforschung // BUSINESS & ECONOMICS // General // Management und Managementtechniken, Rubrik: Wirtschaft // Management, Seiten: 357, Abbildungen: with 76 Figures and 7 Tables, Informationen: Book, Gewicht: 724 gr, Verkäufer: averdo

Anbieter: averdo
Stand: 22.01.2020
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Anderson, Laura: Brand communication in mid-siz...
54,90 € *
ggf. zzgl. Versand

Erscheinungsdatum: 02.06.2016, Medium: Taschenbuch, Einband: Kartoniert / Broschiert, Titel: Brand communication in mid-size B2B companies, Titelzusatz: an overview of business to business brand communication with expert interviews in Germany, Autor: Anderson, Laura, Verlag: AV Akademikerverlag, Sprache: Englisch, Rubrik: Wirtschaft // Werbung, Marketing, Seiten: 100, Informationen: Paperback, Gewicht: 165 gr, Verkäufer: averdo

Anbieter: averdo
Stand: 22.01.2020
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Search Engine Placement and Search Engine Marke...
15,90 € *
ggf. zzgl. Versand

Many B2B organizations ignore the importance of online marketing. The perception of online marketing for B2B products often is that the Internet does little more than provideinformation and drive relatively small direct leads. But online marketing can be used to build B2B brands, influence customers, and close major deals. Various elements arerequired to develop a successful online branding strategy. Brand powers awareness and drives interest, and in the B2B marketing, companies without some brand recognition seefar less success. On the most basic level, prospectus customers will never choose a product or service if they are not even aware that it exists. Advertising through search engines is necessary to create basic brand awareness for B2B products. If B2B companies fail to invest more in developing their brands and marketing tactics, they will give their competitors an easy way to win. The more people are exposed to information about abrand, the greater the likelihood they will purchase from that brand.

Anbieter: Dodax AT
Stand: 22.01.2020
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Search Engine Placement and Search Engine Marke...
15,90 € *
ggf. zzgl. Versand

Many B2B organizations ignore the importance of online marketing. The perception of online marketing for B2B products often is that the Internet does little more than provideinformation and drive relatively small direct leads. But online marketing can be used to build B2B brands, influence customers, and close major deals. Various elements arerequired to develop a successful online branding strategy. Brand powers awareness and drives interest, and in the B2B marketing, companies without some brand recognition seefar less success. On the most basic level, prospectus customers will never choose a product or service if they are not even aware that it exists. Advertising through search engines is necessary to create basic brand awareness for B2B products. If B2B companies fail to invest more in developing their brands and marketing tactics, they will give their competitors an easy way to win. The more people are exposed to information about abrand, the greater the likelihood they will purchase from that brand.

Anbieter: Dodax
Stand: 22.01.2020
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B2B Brand Management
42,75 € *
ggf. zzgl. Versand

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 industrial companies to start using branding in a sophisticated way. Some industrial companies have led the way... Caterpillar, DuPont, Siemens, GE. But industrial companies must understand that branding goes far beyond building names for a set of offerings. Branding is about promising that the company's offering will create and deliver a certain level of performance. The promise behind the brand becomes the motivating force for all the activities of the company and its partners. Our book is one of the first to probe deeply into the art and science of branding industrial products. We provide the concepts, the theory, and dozens of cases illustrating the successful branding of industrial goods.

Anbieter: Dodax
Stand: 22.01.2020
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