| Ingredient Branding: Making the Invisible Visible 2010 Edition Contributor(s): Kotler, Philip (Author), Pfoertsch, Waldemar (Author) |
|
 |
ISBN: 3642438180 ISBN-13: 9783642438189 Publisher: Springer OUR PRICE: $61.74 Product Type: Paperback - Other Formats Published: November 2014 |
| Additional Information |
| BISAC Categories: - Business & Economics | Marketing - General - Business & Economics | Management - General |
| Dewey: 650 |
| Physical Information: 0.85" H x 6.14" W x 9.21" (1.28 lbs) 393 pages |
| Descriptions, Reviews, Etc. |
| Publisher 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. 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. |