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|  | |  | | | B2B Brand Management | | | | | SKU:
H.S.44.1046 | | In Stock | | Availability:
Usually ships in 1 business days | | | | | | 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. | | | |
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| | Product Details | | Author: | Philip Kotler | | Hardcover: | 373 pages | | Publisher: | Springer | | Publication Date: | September 01, 2006 | | Language: | English | | ISBN: | 3540253602 | | Product Length: | 9.42 inches | | Product Width: | 6.34 inches | | Product Height: | 1.06 inches | | Product Weight: | 1.51 pounds | | Package Length: | 9.45 inches | | Package Width: | 6.14 inches | | Package Height: | 1.02 inches | | Package Weight: | 1.5 pounds | | Average Customer Rating: |  based on 8 reviews |
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| | Features | ISBN13: 9783540253600Condition: USED - Very GoodNotes: 100% Satisfaction Guarantee. Tracking provided on most orders. Buy with Confidence! Millions of books sold!
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| | Customer Reviews | Average Customer Review: ( 8 customer reviews )
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Most Helpful Customer Reviews
7 of 7 found the following review helpful:
 Good for inspiration, hard for practise Aug 06, 2007
By CLAUDIO SAAVEDRA GONZALE
"Claudio Saavedra, MBA., PhD"
It is good to have, finally, professional efforts to grasp the notion of B2B branding. I find that the Kotler-Pfoertsch book is worth buying, reading and studying. B2B practitioners will find new and useful concepts, but i would recommend a few ideas for the following editions:
1. The book needs to organize the myriad of terms and definitions that are spread all around the chapters. I counted more than 50 different terms for branding management just placed somewhere and highlighted in bold case. It is a bit disconcerting.
2. B2B examples need to be real hard core industrial ones. Most of the examples come from "retail-close-enough" marketing efforts that are much easier to work since they are closer to the final consumer (Samsung, Fedex, Intel, Michelin, Phillips, Domino's Pizza, UPS, Citibank, UBS, DHL, Caterpillar, Bosch, Mercedes, Marriott, etc). However, Tata steel is an excellent case, as well as some German ones. I wonder about replacing some examples with a few that are far back in the industrial chain: Codelco (cupper), Gerdau (Steel), Alcan (alumminum), etc.
3. I have often wondered why branding theory, in particular branding positioning, tries to run in parallel with the company's overall positioning. It is as if having "a life on its own", which in industrial markets is a dangerous thing to propose.
Claudio Saavedra, MBA., PhD
Professor of Industrial Marketing
Santiago - Chile
[...]
4 of 5 found the following review helpful:
 Less than promised Jun 16, 2008
By Jayme Kopke
"Hamlet B2B"
Given the lack of good content on B2B marketing, not to mention B2B branding, and Mr Kotler's reputation, I was expecting much from this book. It was a disappointment. As said by a previous reviewer, the book doesn't really concentrate on the B2B field, using many well known examples of consumer brands. This wouldn't be a problem if these cases were used to present a contrast to the real B2B ones, helping to clarify the specificities of B2B branding, but I couldn't find anything like this in the book. The application of branding concepts (mostly derived from D. Aaker's work) to the B2B arena remains superficial. And many typos and inconsistencies show a less than rigorous edition work.
 Guidebook for B2B sales Sep 01, 2009
By Rolf Dobelli
"getAbstract"
Philip Kotler, one of the fathers of modern marketing, and Waldemar Pfoertsch do not push the branding envelope in this book, but it is nevertheless a useful text on B2B branding - and in fact on branding in general. They illustrate their points with numerous, interesting and relevant real-world examples, as well as with a surfeit of diagrams and charts, and they go into great detail about the nuances of brand building, maintenance and architecture. Unfortunately, the book's real strengths make the noticeable typos especially jarring. getAbstract recommends this work to students and to early-career marketers who want to understand why and how businesses need to build better brands.
Good but dry textbook Nov 14, 2008
By S. Inouye
It was easier to buy this product online than in school, so I did. It's a pretty cut and dry textbook with lots of case studies so if that helps you study then its good. It does talk a lot about business to business branding, but many of the concepts covered are also basic advertising stuff. It just delves a little deeper.
1 of 3 found the following review helpful:
 Valuable Read for B2B Marketers Jan 11, 2007
By B2B Marketer
A valuable read for B2B marketers looking to create the same valuable brand loyalty enjoyed by consumer brands.
See all 8 customer reviews on Amazon.com
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