Strategy and Management of Industrial Brands: Business to Business Products and Services
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...
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Elektronisch E-Book |
| Sprache: | English |
| Veröffentlicht: |
New York, NY
Springer US
2001
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| Ausgabe: | 1st ed. 2001 |
| Schlagworte: | |
| Online-Zugang: | BTU01 Volltext |
| Zusammenfassung: | 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 |
| Beschreibung: | 1 Online-Ressource (XVII, 398 p) |
| ISBN: | 9781461517375 |
| DOI: | 10.1007/978-1-4615-1737-5 |
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| 520 | |a 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 | ||
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Datensatz im Suchindex
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| author | Malaval, Philippe |
| author_facet | Malaval, Philippe |
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| bvnumber | BV046873437 |
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| dewey-full | 658.8 |
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| dewey-ones | 658 - General management |
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| dewey-tens | 650 - Management and auxiliary services |
| discipline | Wirtschaftswissenschaften |
| discipline_str_mv | Wirtschaftswissenschaften |
| doi_str_mv | 10.1007/978-1-4615-1737-5 |
| edition | 1st ed. 2001 |
| format | Electronic eBook |
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| spelling | Malaval, Philippe Verfasser aut Strategy and Management of Industrial Brands Business to Business Products and Services by Philippe Malaval 1st ed. 2001 New York, NY Springer US 2001 1 Online-Ressource (XVII, 398 p) txt rdacontent c rdamedia cr rdacarrier 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 Marketing Business and Management, general Business Management science Strategische Planung (DE-588)4309237-8 gnd rswk-swf Marketing (DE-588)4037589-4 gnd rswk-swf Industrie (DE-588)4026779-9 gnd rswk-swf (DE-588)4522595-3 Fallstudiensammlung gnd-content Industrie (DE-588)4026779-9 s Marketing (DE-588)4037589-4 s Strategische Planung (DE-588)4309237-8 s DE-604 Erscheint auch als Druck-Ausgabe 9780792379706 Erscheint auch als Druck-Ausgabe 9781402077531 Erscheint auch als Druck-Ausgabe 9781461517382 https://doi.org/10.1007/978-1-4615-1737-5 Verlag URL des Erstveröffentlichers Volltext |
| spellingShingle | Malaval, Philippe Strategy and Management of Industrial Brands Business to Business Products and Services Marketing Business and Management, general Business Management science Strategische Planung (DE-588)4309237-8 gnd Marketing (DE-588)4037589-4 gnd Industrie (DE-588)4026779-9 gnd |
| subject_GND | (DE-588)4309237-8 (DE-588)4037589-4 (DE-588)4026779-9 (DE-588)4522595-3 |
| title | Strategy and Management of Industrial Brands Business to Business Products and Services |
| title_auth | Strategy and Management of Industrial Brands Business to Business Products and Services |
| title_exact_search | Strategy and Management of Industrial Brands Business to Business Products and Services |
| title_exact_search_txtP | Strategy and Management of Industrial Brands Business to Business Products and Services |
| title_full | Strategy and Management of Industrial Brands Business to Business Products and Services by Philippe Malaval |
| title_fullStr | Strategy and Management of Industrial Brands Business to Business Products and Services by Philippe Malaval |
| title_full_unstemmed | Strategy and Management of Industrial Brands Business to Business Products and Services by Philippe Malaval |
| title_short | Strategy and Management of Industrial Brands |
| title_sort | strategy and management of industrial brands business to business products and services |
| title_sub | Business to Business Products and Services |
| topic | Marketing Business and Management, general Business Management science Strategische Planung (DE-588)4309237-8 gnd Marketing (DE-588)4037589-4 gnd Industrie (DE-588)4026779-9 gnd |
| topic_facet | Marketing Business and Management, general Business Management science Strategische Planung Industrie Fallstudiensammlung |
| url | https://doi.org/10.1007/978-1-4615-1737-5 |
| work_keys_str_mv | AT malavalphilippe strategyandmanagementofindustrialbrandsbusinesstobusinessproductsandservices |