Explains the importance of branding and explores how an understanding of the functions of an industrial brand can form the basis of successful marketing. The authors offer practical advice on how to measure, understand and successfully exploit the power of the brand in industrial marketing.
Industrial buying behaviour; brands and industrial markets; analysing brands; building industrial brands; brand management.
The Power Of Industrial Brands: An Effective Route To Competitive Advantage by Paul Hague
Used - Very Good
McGraw-Hill Education - Europe
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