B2B BRAND MANAGEMENT (By Philip Kotler, Waldemar Pfoertsch)

Brands are an important part of all cultures across the planet, as well as in the business world. Brands help people make decisions, small ones, as well as big ones. They enable you to trust the Bor- deaux you drink, the Mercedes you drive, and the GE Jet Engine that lifts the plane you count on to take you places. Brands are the ideas, perceptions, expectations and beliefs that are in the mind of con- sumers, your potential customers or any individual who can effect your enterprise.

This first comprehensive book on B2B brand management will pro-vide even the most experienced business manger with a new way of looking at B2B branding. It provides proven case studies that bring B2B brand management to life. It will provoke the reader to think about a systematic approach to branding, based on facts, rather than personal judgment. Focused branding moves you closer to your customers. Professors Kotler and Pfoertsch encourage us to look for more differentiation without neglecting the competition and they encourage us to get top management attention for the branding decisions on a continuous basis.

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Link for ebook: B2B brand management (By Philip Kotler, Waldemar Pfoertsch)

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