Philip Kotler, Waldemar Pfoertsch

Gebundenes Buch

B2B Brand Management

Incorporating Performance Branding, Transformative Marketing and Artificial Intelligence

Beschreibung

As B2B solutions continue to advance, industrial companies are embracing branding to differentiate themselves and generate preference for their offers. While branding has been crucial to the success of renowned consumer goods like Coca-Cola, McDonald's, and Mercedes-Benz, it's time for more industrial companies to systematically enhance their brand management strategies.

Industrial pioneers such as Caterpillar, DuPont, GE, and Siemens have paved the way, demonstrating that effective branding goes beyond assigning names to products or services. It entails a commitment to delivering the level of performance associated with the company's offerings a brand promise that fuels all organizational activities and collaborations with partners.

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.

Autor

Philip Kotler is S. C. Johnson Distinguished Professor of International Marketing (Emeritus) at the Kellogg School of Management, Northwestern University.  He has been called “The Father of Modern Marketing”.  He received honorary degrees from 22 foreign universities. Kotler is the author of Marketing Management, now in its 16th edition, and is the author of many other books and journal articles.  He has written extensively on capitalism, democracy and advancing the common good. Waldemar Pfoertsch, the pioneer in Human-Centric Marketing, holds esteemed positions at CIIM Business School and the University of Limassol. With a Doctorate from the Free University of Berlin, his research appears in top journals, and he has authored over 30 books, including seven co-authored with renowned marketing figure Philip Kotler. They developed influential concepts like Human-to-Human (H2H) Marketing. Dr. Pfoertsch has taught at prestigious institutions like Kellogg Graduate School of Management and CEIBS China Europe International Business School. With a focus on human-centric practices, he consults for prominent firms like Mercedes-Benz, HP, and IBM, guiding businesses towards sustainable growth.        

Produktdetails

• Verlag: Springer / Springer Nature Switzerland / Springer, Berlin
• Artikelnr. des Verlages: 978-3-031-94664-6
• 2. Aufl.
• Seitenzahl: 386
• Erscheinungstermin: 11. September 2025
• Englisch
• Abmessung: 235mm x 155mm
• ISBN-13: 9783031946646
• ISBN-10: 3031946642
• Artikelnr.: 74213389

Rezensionen

From the reviews:

"Just received my copy of B2B Brand Management - what a beautiful piece of work! Thank you for this advancement to our practice! (Ralph A. Oliva, Executive Director, Institute for the Study of Business Markets Professor of Marketing, Smeal College of Business, Penn State University)

"Proliferation of similar products, increasing complexity of customer needs (moving from stand-alone products to solutions), and high price pressures will force b2b marketers to focus on brand building. If you are a b2b marketer already thinking along those lines, then this book is the weightiest corroboration you could have asked for." (TMCnet, October 2006)

"When it comes to marketing, there is no name bigger than Phillip Kotler. ... In this book, co-authored with ... Professor Waldemar Pfoertsch, Kotler makes a case for brand management in business-to-business (b2b) marketing as well. ... The core proposition in the book is that in the new globalized world 'being known' rather than 'being one of many' is the need of the hour. ... How does branding help in overcoming ... challenges? The authors offer a huge list-it helps with differentiation ... ." (Business Today, October, 2006)

Aus den Rezensionen: "... Eine Marke schafft Identifikation und bietet Orientierung. ... In diesem Buch erläutern die beiden Experten, wie Unternehmen, die sich an gewerbliche Kunden richten, eine Marke aufbauen und etablieren. ... Die anderen Themen werden in ihren Grundzügen erläutert und durch zahlreiche Praxisbeispiele illustriert. Insbesondere zeigen die Autoren auf, welche Marketing-Instrumente geeignet sind, die Marke aufzubauen und zu pflegen. Sie beschreiben das methodische Vorgehen mit den zentralen Phasen der Planung, Analyse, Strategieformulierung, Umsetzung und Bewertung ..." [http://www.business-wissen.de/de/buecher/rezensionen/rezension876.html?ops=prn] "... Die Einführung bringt dem Leser schnell das zugrunde gelegte BtoB Markenverständnis näher. In den weiteren Kapiteln orientieren sich die Autoren an der logischen Reihenfolge von Fragestellungen, die für Unternehmen während des Markenprozesses interessant werden. ... Positiv hervorzuheben ist, dass der Leser, stets an Praxisbeispielen verdeutlicht, nützliche Hinweise zur Implementierung einer BtoB-Marke erhält und dass Markenführung im BtoB als holistischer Ansatz verstanden wird. Insgesamt ... bietet das Buch eine leicht lesbare und solide Zusammenfassung der grundlegenden Funktionsweise von BtoB-Marken." (Salima Douven, in: transfer Werbeforschung & Praxis, 2007, Issue 2, S. 66)