'To structure and manage their portfolio of brands is one of the biggest challenges businesses face nowadays'. - Philip Kotler - Companies whose product offerings include multiple brands know that their brand and company reputation is a valuable asset. Yet what many of them may overlook is how important it is to customer to know what company is behind the brands they buy. Multi-brand companies can easily miss a valuable opportunity to use their brand reputation to bolster the reputation of their products, thereby creating ...
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'To structure and manage their portfolio of brands is one of the biggest challenges businesses face nowadays'. - Philip Kotler - Companies whose product offerings include multiple brands know that their brand and company reputation is a valuable asset. Yet what many of them may overlook is how important it is to customer to know what company is behind the brands they buy. Multi-brand companies can easily miss a valuable opportunity to use their brand reputation to bolster the reputation of their products, thereby creating one powerful multi brand strategy to help them build and protect corporate reputation and drive strong business results. In this publication, we present a new framework for B2B brand portfolio management and explore with two case studies the challenges in today's global market place. We will give first hand insights in this challenging task of managing multiple industrial brands with secondary and primary research. Managers, professors and students can get valuable knowledge from this publication.
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Add this copy of B2b Brand Portfolio Strategy to cart. $44.29, new condition, Sold by Books2anywhere rated 5.0 out of 5 stars, ships from Fairford, GLOUCESTERSHIRE, UNITED KINGDOM, published 2015 by LAP Lambert Academic Publishing.
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PLEASE NOTE, WE DO NOT SHIP TO DENMARK. New Book. Shipped from UK in 4 to 14 days. Established seller since 2000. Please note we cannot offer an expedited shipping service from the UK.
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Add this copy of B2b Brand Portfolio Strategy to cart. $81.28, good condition, Sold by Bonita rated 4.0 out of 5 stars, ships from Newport Coast, CA, UNITED STATES, published 2015 by LAP Lambert Academic Publishin.
