TAILIEUCHUNG - B2B Brand Management by Philip Kotler

Brand building goes far beyond creating awareness of your name and your customers promise. It is a voyage of building a corporate soul and infectiously communicating it inside and outside the company to all your partners, so that your customers truly get what your brand promises. | Philip Kotler Waldemar pfoertsch B2B Brand Management With the Cooperation of Ines Michi With 76 Figures and 7 Tables 0 Springer Philip Kotler s. c. Johnson Son Distinguished Professor of International Marketing Kellogg School of Business Northwestern University 2001 Sheridan Rd. Evanston IL 60208 USA p-kotler@ Waldemar pfoertsch Professor International Business Pforzheim University Tiefenbronnerstrasse 65 75175 Pforzheim Germany ISBN-10 3-540-25360-2 Springer Berlin Heidelberg New York ISBN-13 978-3-540-25360-0 Springer Berlin Heidelberg New York Cataloging-in-Publication Data Library of Congress Control Number 2006930595 This work is subject to copyright. All rights are reserved whether the whole or part of the material is concerned specifically the rights of translation reprinting reuse of illustrations recitation broadcasting reproduction on microfilm or in any other way and storage in data banks. Duplication of this publication or parts thereof is permitted only under the provisions of the German Copyright Law of September 9 1965 in its current version and permission for use must always be obtained from Springer-Verlag. Violations are liable for prosecution under the German Copyright Law. Springer is a part of Springer Science Business Media Springer Berlin Heidelberg 2006 Printed in Germany The use of general descriptive names registered names trademarks etc. in this publication does not imply even in the absence of a specific statement that such names are exempt from the relevant protective laws and regulations and therefore free for general use. Hardcover-Design Erich Kirchner Heidelberg SPIN 11408604 43 3100-5 4 3 2 1 0 - Printed on acid-free paper Foreword Brands are an important part of all cultures across the planet as well as in the business world. Brands help people make decisions small ones as well as big ones. They enable you to trust the Bordeaux you drink the .

• Quản trị kinh doanh
• Brand definition
• Component materials
• Emotional benefit
• Decommoditize
• Individual brand
• Sales representative
• Branding ABCs
• Branding Demystified
• Service businesses
• Branding Iron
• Marketing Muscle
• CV Sales Representative
• Form CV bằng tiếng Anh
• CV xin việc bằng tiếng Anh
• Mẫu CV xin việc tiếng Anh
• Cách viết CV tiếng Anh
• Cách trình bày CV tiếng Anh
• Negotiating Salary
• Cover Letter
• Rack Room
• Finance Company
• Cosmetics Sales