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B2B Brand Management de Philip Kotler

B2B Brand Management

Autor Philip Kotler, Waldemar Pförtsch
en Limba Engleză Paperback – 12 feb 2010

Mulți lideri din sectorul industrial operează încă sub mitul conform căruia brandingul este un instrument rezervat exclusiv bunurilor de larg consum, precum băuturile răcoritoare sau fast-food-ul. Considerăm că această eroare strategică ignoră realitatea pieței actuale, unde produsele devin tot mai similare, iar diferențierea prin performanță pură este tot mai greu de susținut. B2B Brand Management demontează ideea că numele unei companii este doar o etichetă, demonstrând că, în context industrial, brandul reprezintă o promisiune fermă de rezultate. Dacă Strategy and Management of Industrial Brands de Philippe Malaval v-a oferit cadrul teoretic al minimizării riscului în achizițiile B2B, această lucrare semnată de Philip Kotler și Waldemar Pförtsch oferă instrumentele practice pentru a transforma această promisiune în forța motrice a întregii organizații.

Recomandăm această ediție a doua, actualizată pentru 2025, datorită structurii sale riguroase care ghidează cititorul prin dilemele fundamentale ale identității corporative. Autorii încep prin a analiza necesitatea brandingului, trec prin dimensiunile specifice segmentului business-to-business și culminează cu strategii de accelerare și studii de caz de succes de la giganți precum Caterpillar sau Siemens. Față de lucrările anterioare ale lui Philip Kotler, cum este Marketing Management, Global Edition, care trasează liniile generale ale disciplinei, sau Marketing 5.0, axat pe tehnologie, volumul de față se concentrează strict pe mecanismele de reputație care fac ca un agent de vânzări să fie primit cu respect într-un birou înainte de a rosti primul cuvânt. Este o explorare a modului în care valorile precum calitatea „Six Sigma” de la Motorola devin parte integrantă din cultura și oferta unei companii.

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Specificații

ISBN-13: 9783642064708
ISBN-10: 3642064701
Pagini: 376
Ilustrații: XVI, 357 p.
Dimensiuni: 155 x 235 x 21 mm
Greutate: 0.57 kg
Ediția:Softcover reprint of hardcover 1st ed. 2006
Editura: Springer
Locul publicării:Berlin, Heidelberg, Germany

Public țintă

Professional/practitioner

De ce să citești această carte

Recomandăm această carte managerilor din industrie și specialiștilor în marketing industrial care doresc să depășească stadiul de simplu furnizor de componente. Veți învăța cum să construiți o identitate de brand care reduce rezistența la vânzare și creează loialitate pe termen lung. Este un ghid strategic esențial pentru a înțelege cum promisiunea de performanță se traduce în valoare de piață reală, mult peste activele fizice ale companiei.

Despre autor

Philip Kotler, considerat „Părintele marketingului modern”, este profesor emerit la Kellogg School of Management și autorul a peste 80 de cărți care au definit disciplina marketingului la nivel global. Activitatea sa acoperă decenii de inovație, de la popularizarea mixului de marketing până la concepte precum marketingul social și demarketingul. În B2B Brand Management, Kotler își aplică vasta experiență de consultant și teoretician asupra sectorului industrial, colaborând cu Waldemar Pförtsch pentru a adapta principiile de branding la complexitatea relațiilor dintre companii.

Descriere scurtă

This is one of the first books to probe deeply into the art and science of branding industrial products. The book comes at a time when more industrial companies need to start using branding in a sophisticated way. It provides the concepts, the theory, and dozens of cases illustrating the successful branding of industrial goods. It offers strategies for a successful development of branding concepts for business markets and explains the benefits and the value a business, product or service provides to industrial customers. As industrial companies are turning to branding this book provides the best practices and hands-on advice for B2B brand management.

Descriere

As products become increasingly similar, companies are turning to branding as a way to create a preference for their offerings. Branding has been the essential factor in the success of well-known consumer goods such as Coca Cola, McDonald's, Kodak, and Mercedes. In fact, these brands are worth many times more than the book value of the property used to make these brands.
Now it is time for more industrial companies to start using branding in a sophisticated way. Some industrial companies have led the way... Caterpillar, DuPont, Siemens, GE. But industrial companies must understand that branding goes far beyond building names for a set of offerings. Branding is about promising that the company's offering will create and deliver a certain level of performance. The promise behind the brand becomes the motivating force for all the activities of the company and its partners. Thus if Motorola promises six sigma quality, then everyone at Motorola is driven to create and deliver this level of performance.
Thus branding is the road that a company must travel to define what it wants to be excellent at and how its offerings differ from competitors. Branding is the outward expression of the company's earlier decisions on positioning its products and articulating its value propositions to buyers. When branding works, the sales people enter the offices of customers already well-known and respected who stand ready to give them a hearing.
Our book is one of the first to probe deeply into the art and science of branding industrial products. We provide the concepts, the theory, and dozens of cases illustrating the successful branding of industrial goods.

Cuprins

Being Known or Being One of Many.- To Brand or Not to Brand.- B2B Branding Dimensions.- Acceleration Through Branding.- Success Stories of B2B Branding.- Beware of Branding Pitfalls.- Future Perspective.

Recenzii

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)

Notă biografică

Philip Kotler is the S.C. Johnson & Son Distinguished Professor of International Marketing at the Kellogg School of Management, Northwestern University, Evanston, Illinois. He received his Master's Degree at the University of Chicago and his PhD Degree at MIT, both in economics. He did post-doctoral work in mathematics at Harvard University and in behavioral science at the University of Chicago.
Professor Kotler is the author of: Marketing Management: Analysis, Planning, Implementation and Control, the most widely used marketing book in graduate business schools worldwide; Principles of Marketing; Marketing Models; Strategic Marketing for Nonprofit Organizations; The New Competition; High Visibility; Social Marketing; Marketing Places; Marketing for Congregations; Marketing for Hospitality and Tourism; The Marketing of Nations; Kotler on Marketing, Building Global Biobrands, Attracting Investors, Ten Deadly Marketing Sins, Marketing Moves, Corporate Social Responsibility, Lateral Marketing, and Marketing Insights from A to Z. He has published over one hundred articles in leading journals, several of which have received best-article awards.
Professor Kotler was the first recipient of the American Marketing Association's (AMA) "Distinguished Marketing Educator Award" (1985). The European Association of Marketing Consultants and Sales Trainers awarded Kotler their prize for "Marketing Excellence". He was chosen as the "Leader in Marketing Thought" by the Academic Members of the AMA in a 1975 survey. He also received the 1978 "Paul Converse Award" of the AMA, honoring his original contribution to marketing. In 1989, he received the Annual Charles Coolidge Parlin Marketing Research Award. In 1995, the Sales and Marketing Executives International (SMEI) named him "Marketer of the Year".
Professor Kotler has consulted for such companies as IBM, General Electric, AT&T, Honeywell, Bank of America, Merck and others in the areas of marketing strategy and planning, marketing organization and international marketing.
He has been Chairman of the College of Marketing of the Institute of Management Sciences, a Director of the American Marketing Association, a Trustee of the Marketing Science Institute, a Director of the MAC Group, a former member of the Yankelovich Advisory Board, and a member of the Copernicus Advisory Board. He has been a Trustee of the Board of Governors of the School of the Art Institute of Chicago and a Member of the Advisory Board of the Drucker Foundation. He has received honorary doctoral degrees from the Stockholm University, University of Zurich, Athens University of Economics and Business, DePaul University, the Cracow School of Business and Economics, Groupe H.E.C. in Paris, the University of Economics and Business Administration in Vienna, Budapest University of Economic Science and Public Administration, and the Catholic University of Santo Domingo.
He has traveled extensively throughout Europe, Asia and South America, advising and lecturing to many companies about how to apply sound economic and marketing science principles to increase their competitiveness. He has also advised governments on how to develop stronger public agencies to further the development of the nation's economic well-being.
 
Waldemar Pfoertsch currently holds the position of Professor for International Business at the University of Pforzheim, and he is visiting lecture at the Executive MBA Program of the Liautaud Graduate School of Business, University of Illinois at Chicago. In addition he is an Online Tutor for MBA Program International Management University Maryland College Park and at the Steinbeis University in Berlin.
He received two Master Degrees (economics & business administration) and his Doctorial Degree in social science at the Free University Berlin. He did his post-doctoral work in industrial planning at the Technical University Berlin.
His latest publication in German cover the areas of Business-to-Business Marketing, Brand Management and Ingredient Branding, I also published: Living Web and Internet Strategies. In preparation is Blogs: The new business language. He also published several articles in German, Chinese and English language on international management issues.
Professor Pfoertsch has consulted for such companies as DaimlerChrysler, HP, IBM, and many medium size corporations in Europe, Asia and North America in the areas of international marketing and brand management. He is on the advisory board of various companies and non profit organizations.
His other teaching positions had been at the University of Cooperative Education Villingen-Schwenningen, Visiting Associate Professor at Kellogg Graduate School of Management, Northwestern University and Lecturer for Strategic Management at Lake Forest Graduate School of Management.
Prior to his teaching appointments, he was a Management Consultant for international consulting companies. In this position, he has traveled extensively throughout Europe, Asia and North America working with companies in developing international strategies. His earlier positions include being an Economic Advisor to the United Nations Industrial Development Organization where he worked as an advisor to the government on how to develop internationally competitive industries. He also worked for many years in the automation industry, serving automotive companies.