Philip Kotler, B2B Brand Management
ISBN: 3540253602 | edition 2006 | PDF | 367 pages | 4 mb
As products become increasingly similar, companies are turning to branding as a way to create a preference for their offerings. Branding has been the essential factor in the success of well-known consumer goods such as Coca Cola, McDonald's, Kodak, and Mercedes. Now it is time for more industrial companies to start using branding in a sophisticated way. Some industrial companies have led the way… Caterpillar, DuPont, Siemens, GE.