B2B Brand Management

by Philip Kotler and Waldemar Pfoertsch

		Publisher: Springer Pub. Date: 2006 ISBN: 9783540253600 No. pages: 357 Category: Sales & Marketing

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.

Rating (what is this?)

Overall		(7)
Applicability		(7)
Innovation		(4)
Style		(6)

Level of Expertise (what is this?)

Level

(3)

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