Strategy and management of industrial brands : business to business products and services
Malaval, Philippe
Strategy and management of industrial brands : business to business products and services by Philippe Malaval with the collaboration of Christophe B�naroya - Boston: Kluwer Academic Publishers 2000 - xvii, 398p., bib., ind. 23 cm x 15 cm
140207753X
brand functions
brands
buyers
case studies
communication policy
creating brands
industrial brand classification
Industrial marketing
industrial purchase
Intel communication strategy
international brand
local brands
logotype
mass media
mechanisms
protecting business to business
specialized media
targeted communication
658.827 / MAL
Strategy and management of industrial brands : business to business products and services by Philippe Malaval with the collaboration of Christophe B�naroya - Boston: Kluwer Academic Publishers 2000 - xvii, 398p., bib., ind. 23 cm x 15 cm
140207753X
brand functions
brands
buyers
case studies
communication policy
creating brands
industrial brand classification
Industrial marketing
industrial purchase
Intel communication strategy
international brand
local brands
logotype
mass media
mechanisms
protecting business to business
specialized media
targeted communication
658.827 / MAL