基本説明
New in paperback. Hardcover was published in 2001. Providing brand strategies adopted by business-to-business companies, an analysis of 1,500 industrial brands as well as 40 case studies are included.
Full Description
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.
