| 書(shū)目名稱(chēng) | Ingredient Branding | | 副標(biāo)題 | Making the Invisible | | 編輯 | Philip Kotler,Waldemar Pfoertsch | | 視頻video | http://file.papertrans.cn/467/466426/466426.mp4 | | 概述 | First English-language book on Ingredient Branding, a major instrument of component marketing.Explains the principles, concepts, and success factors of existing Ingredient Brands such as Intel, GoreTe | | 圖書(shū)封面 |  | | 描述 | .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.. | | 出版日期 | Book 2010 | | 關(guān)鍵詞 | Brand Management; Branding; Component Brand Management; Component Branding; Ingredient Branding; Marketin | | 版次 | 1 | | doi | https://doi.org/10.1007/978-3-642-04214-0 | | isbn_softcover | 978-3-642-43818-9 | | isbn_ebook | 978-3-642-04214-0 | | copyright | Springer-Verlag Berlin Heidelberg 2010 |
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