Strategy and Management of Industrial Brands: Business to Business Products and Services - Philippe Malaval - Books - Springer-Verlag New York Inc. - 9781402077531 - December 31, 2003
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Philippe Malaval
Strategy and Management of Industrial Brands: Business to Business Products and Services Softcover reprint of the original 1st ed. 2001 edition

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Looking 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.

415 pages, biography

Media Books     Paperback Book   (Book with soft cover and glued back)
Released December 31, 2003
ISBN13 9781402077531
Publishers Springer-Verlag New York Inc.
Pages 398
Dimensions 155 × 235 × 21 mm   ·   703 g
Language English  

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