{"product_id":"9781402077531","title":"Strategy and Management of Industrial Brands: Business to Business Products and Services","description":"\u003ch1\u003eStrategy and Management of Industrial Brands: Business to Business Products and Services\u003c\/h1\u003e \u003ch2\u003eMalaval, Philippe\u003c\/h2\u003e \u003cp\u003e\u003c\/p\u003e\u003cp\u003e\u003cstrong\u003eStrategy and Management of Industrial Brands\u003c\/strong\u003e is the first book devoted to business-to-business products and services. \u003c\/p\u003e\n\u003cp\u003eLooking at numerous companies, this book defines two brand objectives that are specific to the industrial and service sectors and which must be added to the traditional functions of branding: the minimization of risk as perceived by buyers, and the facilitation of the customer company's performance by the supplier brand. \u003c\/p\u003e\n\u003cp\u003eDifferent ways of classifying brands are suggested, providing a better understanding of brand strategies adopted by business-to-business companies, as well as new concepts such as brand `printability', `visibility', and `purchaseability'. \u003cbr\u003eFive major brand categories are dealt with in separate chapters: \u003cbr\u003e-entering goods brands; \u003cbr\u003e-intermediary equipment goods brands; \u003cbr\u003e-equipment goods brands; \u003cbr\u003e-business-to-business service brands; and \u003cbr\u003e-industrial distributor brands. \u003c\/p\u003e\n\u003cp\u003eFrom a practical point of view, the aim of the book is to address the main concerns of managers: How to create and protect brands? What type of visual identity is appropriate? How to manage international brands? \u003cbr\u003eAn analysis of 1,500 industrial brands as well as 40 case studies are included in this book. These brands are used in both the industrial (automotive, building, aeronautics, IT, etc.) and consumer sectors (clothing, electronics, food packaging, telecommunications, etc.). \u003c\/p\u003e\n\u003cp\u003eThis book has been written for professors and students of universities and business schools, as well as managers and people working in industry or the service sector. \u003c\/p\u003e \u003ch3\u003eDetails\u003c\/h3\u003e \u003cp\u003ePublished by: Springer\u003c\/p\u003e \u003cp\u003ePublication Date: 2003-12-31\u003c\/p\u003e \u003cp\u003eFormat: Paperback\u003c\/p\u003e \u003cp\u003eISBN-13: 9781402077531\u003c\/p\u003e \u003cp\u003eDOI: 10.1007\/978-1-4615-1737-5\u003c\/p\u003e \u003cp\u003eDimensions: 235cm x155cm\u003c\/p\u003e \u003cp\u003ePages: 398\u003c\/p\u003e ","brand":"Springer US","offers":[{"title":"Default Title","offer_id":44341307965580,"sku":"9781402077531","price":49.49,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0710\/9545\/1788\/files\/9781402077531.jpg?v=1776460567","url":"https:\/\/fh90cf-fv.myshopify.com\/products\/9781402077531","provider":"Late Knight Books and Services, LLC","version":"1.0","type":"link"}