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Strategy And Management Of Industrial Brands (Cód: 6327435)

Philippe Malaval

SPRINGER VERLAG POD

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Strategy And Management Of Industrial Brands

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Descrição

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 which must 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 main concerns of managers: How to create and protect brands? What type of visual identity is appropriate? How to manage
international brands? An analysis of 1,500 industrial brands as well as 40 case studies are included in this book. These brands are used in both the industrial (automotive, building, aeronautics, IT, etc.) and consumer
sectors (clothing, electronics, food packaging, telecommunications, etc.). This book has been written for professors and students of universities and business schools, as well as managers and people working in industry or
the service sector.

Características

Produto sob encomenda Sim
Marca SPRINGER VERLAG POD
Cód. Barras 9781402077531
Altura 23.40 cm
I.S.B.N. 9781402077531
Profundidade 2.18 cm
Referência 9781402077531
Ano da edição 2003
Idioma Inglês
Número de Páginas 420
Peso 0.45 Kg
Largura 15.60 cm
AutorPhilippe Malaval