Product and Brand Management

U C Mathur

Verlag: Excel Books, 2007
ISBN 10: 8174465499 / ISBN 13: 9788174465498
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With an increase in the number of international players for almost all products, with better products, with several international brands in the market and with newer ways of product placement and product communication, the corporate world has realised the urgency and importance of learning the newer ways of product sales. Competition has become intense and chaotic with, on the one hand great international brands, on the other, locally assembled products in the unorganised sector and opening of t Printed Pages: 530. Buchnummer des Verkäufers 29984

Bibliografische Details

Titel: Product and Brand Management
Verlag: Excel Books
Erscheinungsdatum: 2007
Einband: Softcover
Zustand: New

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Philippe Malaval
Verlag: Springer US Dez 2003 (2003)
ISBN 10: 140207753X ISBN 13: 9781402077531
Neu Taschenbuch Anzahl: 1
(Einbeck, Deutschland)

Buchbeschreibung Springer US Dez 2003, 2003. Taschenbuch. Zustand: Neu. Neuware - 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. 420 pp. Englisch. Artikel-Nr. 9781402077531

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