Product Description: ​Inspired by a new, transformative era in human and business relations, this book provides a unique perspective on the business transformation that results from the collaboration between suppliers and their strategic customers...read more

Product Description: 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...read more

Product Description: Business to Business Marketing

Product Description: As products become more similar, and competitive advantages dissipate, the one true differentiating factor remaining is the brand. Waldemar Pfoertsch and his colleague Phil Kotler set the stage for discussing the role of brand management in the business to business sector...read more

Product Description: 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...read more