B2B Brand Portfolio Strategy - Couverture souple

Pfoertsch Waldemar A; Schaefer Christian Peter

Couverture souple

ISBN 10 : 3659529192 ISBN 13 : 9783659529191

Editeur : LAP Lambert Academic Publishing, 2015

Synopsis

'To structure and manage their portfolio of brands is one of the biggest challenges businesses face nowadays'. - Philip Kotler - Companies whose product offerings include multiple brands know that their brand and company reputation is a valuable asset. Yet what many of them may overlook is how important it is to customer to know what company is behind the brands they buy. Multi-brand companies can easily miss a valuable opportunity to use their brand reputation to bolster the reputation of their products, thereby creating one powerful multi brand strategy to help them build and protect corporate reputation and drive strong business results. In this publication, we present a new framework for B2B brand portfolio management and explore with two case studies the challenges in today's global market place. We will give first hand insights in this challenging task of managing multiple industrial brands with secondary and primary research. Managers, professors and students can get valuable knowledge from this publication.

Détails de l'édition

• Éditeur: LAP Lambert Academic Publishing
• Date d'édition: 2015
• Langue: anglais
• ISBN 10: 3659529192
• ISBN 13: 9783659529191
• Reliure: Broché
• Nombre de pages: 152
• Coordonnées du fabricant: non disponible
• Personne responsable: KreGa Onlinehandel GmbH; 4950000000000; info@krega-onlinehandel.de; ; Birkenweg 31; Brakel; 33034; Allemagne