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Ingredient Branding

- Making the Invisible Visible
Af: Waldemar Pfoertsch, Philip Kotler Engelsk Paperback

Ingredient Branding

- Making the Invisible Visible
Af: Waldemar Pfoertsch, Philip Kotler Engelsk Paperback
Tjek vores konkurrenters priser

An Ingredient Brand is exactly what the name implies: an ingredient or component of a product that has its own brand identity. This is the first comprehensive book that explains how Ingredient Branding works and how brand managers can successfully improve the performance of component marketing.

The authors have examined more than one hundred examples, analyzed four industries and developed nine detailed case studies to demonstrate the viability of this marketing innovation. The new concepts and principles can easily be applied by professionals. In the light of the success stories of Intel, GoreTex, Dolby, TetraPak, Shimano, and Teflon it can be expected that component suppliers will increasingly use Ingredient Branding strategies in the future.

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An Ingredient Brand is exactly what the name implies: an ingredient or component of a product that has its own brand identity. This is the first comprehensive book that explains how Ingredient Branding works and how brand managers can successfully improve the performance of component marketing.

The authors have examined more than one hundred examples, analyzed four industries and developed nine detailed case studies to demonstrate the viability of this marketing innovation. The new concepts and principles can easily be applied by professionals. In the light of the success stories of Intel, GoreTex, Dolby, TetraPak, Shimano, and Teflon it can be expected that component suppliers will increasingly use Ingredient Branding strategies in the future.

Produktdetaljer
Sprog: Engelsk
Sider: 393
ISBN-13: 9783642438189
Indbinding: Paperback
Udgave:
ISBN-10: 3642438180
Udg. Dato: 29 nov 2014
Længde: 25mm
Bredde: 475mm
Højde: 186mm
Forlag: Springer-Verlag Berlin and Heidelberg GmbH & Co. KG
Oplagsdato: 29 nov 2014
Forfatter(e) Waldemar Pfoertsch, Philip Kotler


Kategori Ledelse og teknikker


ISBN-13 9783642438189


Sprog Engelsk


Indbinding Paperback


Sider 393


Udgave


Længde 25mm


Bredde 475mm


Højde 186mm


Udg. Dato 29 nov 2014


Oplagsdato 29 nov 2014


Forlag Springer-Verlag Berlin and Heidelberg GmbH & Co. KG

Kategori sammenhænge