getAbstract

Advanced Search
Blog Blog | RSS Feeds RSS Feeds | Free Free Summaries

B2B Brand Management

by Philip Kotler and Waldemar Pfoertsch

Springer, 2006

Category: Sales & Marketing

B2B Brand Management

Get the summary

Subscribe today and dramatically increase your business knowledge in your own time and at an affordable rate. Our summaries will update your skills, jump-start your career and put you ahead of the pack. Learn how to thrive in every aspect of your professional life.

Subscribe
Subscribe

Sign up now and receive immediate full access to this summary.

Free Sample Summaries
Free sample summaries

Get summaries of two business bestsellers.

             

getAbstract rating

Overall (?)

rating 7 (7)

Applicability

rating 7 (7)

Innovation

rating 4 (4)

Style

rating 6 (6)

Level of Expertise (?)

rating 3 (3)

User rating

(7.0)

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

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.

inivs
inivs
inivs
inivs
 
Welcome | How It Works | Browse | Corporate Solutions | Subscribe

Accessibility | Publishers | About Us | Careers | Press Corner | Testimonials | Shvoong | Bloomberg | Book Award | Gift Subscriptions | Contact | Blog

Disclaimer | Privacy Statement | Affiliate Program | Operating Agreement | © 1999-2010, getAbstract