B2B Brand Management
by Philip Kotler, Waldemar Pfoertsch
Philip Kotler and Waldemar Pfoertsch explore brand management in business-to-business markets. This focused business and marketing resource introduces the importance of B2B branding for readers interested in marketing, management, and organizational strategy.
About This Book
B2B Brand Management is a business and marketing book focused on branding in business-to-business markets.
Written by Philip Kotler and Waldemar Pfoertsch, it addresses the management of brands in an organizational context.
The book is suited to readers seeking a focused introduction to B2B branding and its place within business strategy.
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