B2B Brand Management

by Philip Kotler, Waldemar Pfoertsch, I. Michi (Contributor)

This is one of the first books to probe deeply into the art and science of branding industrial products. The book comes at a time when more industrial companies need to start using branding in a sophisticated way. It provides the concepts, the theory, and dozens of cases illustrating the successful branding of industrial goods. It offers strategies for a successful development of branding concepts for business markets and explains the benefits and the value a business, product or service provides to industrial customers. As industrial companies are turning to branding this book provides the best practices and hands-on advice for B2B brand management.

Genres: Management, Business

373 pages, Hardcover

First published January 1, 2006

About the author

Professor Kotler's book, Marketing Management, is the world's most widely used graduate level textbook in marketing. His other textbooks include Principles of Marketing and management: An Introduction and they are also widely used around the world.
Kotler developed new concepts in marketing including atmospherics, demarketing, megamarketing, turbomarketing and synchromarketing. He believes that marketing theory needs to go beyond price theory and incorporate the dynamics of innovation, distribution and promotion systems into analyzing, explaining and predicting economic outcomes.
Kotler has worked for many large companies in the areas of marketing strategy, planning and organization, and international marketing.
He presents seminars in major international cities and countries around the world on the latest marketing developments to companies and other organizations.
"He is the father of Marketing Management".
(Wikipedia)

Reviews

[Anthony · Rating 4 out of 5]

As far as “dry” academic works go, this is a great resource full of useful real-life examples. Still useful even though it’s a little dated (for example, there’s a Bill Cosby quote to start one chapter).

[Zhukora]

Housed within this tiny, unassuming volume that resembles a pamphlet more than it does a book, is a surprisingly broad and comprehensive collection of photographs, letters, miniature reproductions of documents, and snippets from newspapers and legal documents. Grounded in history and the biographies of a number of well-known historical prostitutes and madams, "Brass Checks and Red Lights" represents a welcome break from many other non-academic books on prostitution in the Old West which pander to the glossed-over, romanticized ideals of the Westerns and rely on poorly-researched hearsay.[return][return]Unfortunately, it seems to avoid these pitfalls mainly because it contains very little beyond its collection of loosely related primary documents. There are a few biographies of famous prostitutes and madams, but few exceed one page in length, and most contain some information that, although doubtless drawn from sensationalist rumors of the time and helpful in sketching the personalities of the women in question, is very factually suspect; particularly so in light of the Mazzullas' apparent dislike of thorough citation of sources. Most of the photographs are poorly explained beyond a list of who is in them, if known, and what year the photograph is thought to have been taken. The "Brass Checks" mentioned in the title are discussed only briefly, though a fair selection of extant period brothel tokens are pictured within.[return][return]There also seems to be little rhyme or reason in the way the content is organized. The images and documents jump from the mid-1800s to the 1940s in a matter of pages, then revert back to the turn of the century again with no explanation or sense of continuity. Most of the text is formatted inconsistently from page to page, which makes it difficult to differentiate between snippets of information written by the authors and excerpts taken from newspaper obituaries and articles.[return][return]With the exception of a small color insert in the center, most of the photos are reproduced in quite low quality, as are the various pamphlets, advertisements, and letters pictured inside. One gets the distinct feeling that with a little more research, planning, and a bit of capital for a higher-quality printing, the Mazzullas could have come up with a truly fantastic book. As it is, it's a tantalizing glimpse into the fascinating world of the rarely-photographed Old West prostitutes, but woe unto any serious researcher who thinks they are getting a substantial resource--"Pot Pourri", as per the title, is about right for this one.

[E · Rating 4 out of 5]

Guidebook for B2B sales

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.

[Bryan]

At IMD we read a great deal of Kotler for B2C brand management. As most of my career has been in managing B2B businesses, I decided to brush up a bit on how the academic perspective applies to this topic. There is nothing too earth shattering here, but it's not a bad read for someone in B2B marketing.

[Shubham · Rating 3 out of 5]

this bookk gives aclear idea about brand, brand building and brand management