The World's Largest Library of Business Book Summaries
The fastest way to expand your business knowledge

B2B Brand Management


Buy the book

Category: Sales & Marketing

B2B Brand Management

In this summary, you will learn

  • Which principles underlie business-to-business (B2B) branding
  • How particular companies have used these principles
  • Why B2B branding efforts often fail


Rating (?)








Why you should read B2B Brand Management

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.

About the Authors

Philip Kotler is the professor of International Marketing at the Kellogg School of Management at Northwestern University. Waldemar Pfoertsch is professor of International Business at Pforzheim University and a visiting lecturer at the University of Illinois at Chicago.

Do you like this summary?

Comment on this summary

Be the first to write a comment!

Sign in to share your opinion

Customers who read this summary also read

By the same authors

  • Good Works!
    Good Works!
    Marketing and Corporate Initiatives that Build a Better World...and the Bottom Line

    Philip Kotler, David Hessekiel and Nancy R. Lee

  • Chaotics

    Philip Kotler and John A. Caslione

  • Up and Out of Poverty

    Philip Kotler and Nancy R. Lee

  • Marketing 3.0

    Philip Kotler, Hermawan Kartajaya and Iwan Setiawan