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.
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