Kotler, Philip/Waldemar Pfoertsch: B2B Brand Management

Incorporating Performance Branding, Transformative Marketing and Artificial Intelligence. This book's second edition builds upon the conceptual framework, exploring transformative performance marketing and Artificial Intelligence to elevate B2B brand management. By integrating theoretical aspects of H2H (Human-to-Human) marketing, service-dominant logic, design thinking, and digitalization, it deepens the understanding of branding for industrial products. Featuring dozens of real-world examples, this book illustrates how successful branding can propel industrial companies to new heights. Readers can expect to gain actionable insights and a comprehensive understanding of the evolving landscape of B2B brand management, enabling them to propel their industrial branding to the next level. Second Edition. XX,386 Seiten mit 146 meist farbigen Abb., gebunden (Springer 2025) leichte Lagerspuren/minor shelfwear

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