| Title:
|
INGREDIENT BRANDING
MAKING THE INVISIBLE VISIBLE |
| By: |
Philip Kotler, Waldemar Pfoertsch |
| Format: |
Paperback |
| List price:
|
£54.99 |
| Our price: |
£46.74 |
| Discount: |
|
| You save:
|
£8.25 |
|
|
|
|
|
| ISBN 10: |
3642438180 |
| ISBN 13: |
9783642438189 |
| Availability: |
Usually dispatched within 1-3 weeks.
 Delivery
rates
|
| Stock: |
Currently 0 available |
| Publisher: |
SPRINGER-VERLAG BERLIN AND HEIDELBERG GMBH & CO. KG |
| Pub. date: |
29 November, 2014 |
| Edition: |
2010 ed. |
| Pages: |
393 |
| Description: |
An ingredient brand is a component of a product that has its own brand identity. This book explains how ingredient branding works and how brand managers can successfully improve the performance of component marketing. |
| Synopsis: |
An Ingredient Brand is exactly what the name implies: an ingredient or component of a product that has its own brand identity. This is the first comprehensive book that explains how Ingredient Branding works and how brand managers can successfully improve the performance of component marketing. The authors have examined more than one hundred examples, analyzed four industries and developed nine detailed case studies to demonstrate the viability of this marketing innovation. The new concepts and principles can easily be applied by professionals. In the light of the success stories of Intel, GoreTex, Dolby, TetraPak, Shimano, and Teflon it can be expected that component suppliers will increasingly use Ingredient Branding strategies in the future. |
| Illustrations: |
XX, 393 p. |
| Publication: |
Germany |
| Imprint: |
Springer-Verlag Berlin and Heidelberg GmbH & Co. K |
| Returns: |
Returnable |