Branded Component Strategies: Ingredient Branding in B2B Markets
Autor Stefan Wormen Limba Engleză Paperback – 16 dec 2011
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Specificații
ISBN-13: 9783834919199
ISBN-10: 3834919195
Pagini: 244
Ilustrații: XX, 224 p. 32 illus.
Dimensiuni: 148 x 210 x 18 mm
Greutate: 0.3 kg
Ediția:2012
Editura: Gabler Verlag
Colecția Gabler Verlag
Locul publicării:Wiesbaden, Germany
ISBN-10: 3834919195
Pagini: 244
Ilustrații: XX, 224 p. 32 illus.
Dimensiuni: 148 x 210 x 18 mm
Greutate: 0.3 kg
Ediția:2012
Editura: Gabler Verlag
Colecția Gabler Verlag
Locul publicării:Wiesbaden, Germany
Public țintă
ResearchNotă biografică
Dr. Stefan Worm completed his doctoral studies under the supervision of Prof. Dr. Friedhelm Bliemel at the University of Kaiserslautern, Germany. He currently holds a position as an Assistant Professor of Marketing at HEC Paris, France.
Textul de pe ultima copertă
In the quest for better differentiation of their products, many firms in B2B markets have started to systematically invest in brand building. Stefan Worm analyzes how component supplier brand strength among original equipment manufacturers’ (OEMs’) customers affects component suppliers’ market performance in their relationships with these OEMs. Further, the author determines which management instruments are effective in building, sustaining, and leveraging component supplier brand strength. The analysis relies on data collected from multiple manufacturing industries.
Caracteristici
Ingredient Branding in B2B Markets