B2B Brand Management
As B2B solutions continue to advance, industrial companies are embracing branding to differentiate themselves and generate preference for their offers. While branding has been crucial to the success of renowned consumer goods like Coca-Cola, McDonald's, and Mercedes-Benz, it's time for more industrial companies to systematically enhance their brand management strategies.
Industrial pioneers such as Caterpillar, DuPont, GE, and Siemens have paved the way, demonstrating that effective branding goes beyond assigning names to products or services. It entails a commitment to delivering the level of performance associated with the company's offerings—a brand promise that fuels all organizational activities and collaborations with partners.
This book's second edition builds upon the conceptual framework, exploring transformative performance marketing and Artificial Intelligence to elevate B2B brand management. By integrating theoretical aspects of H2H (Human-to-Human) marketing, service-dominant logic, design thinking, and digitalization, it deepens the understanding of branding for industrial products.
Featuring dozens of real-world examples, this book illustrates how successful branding can propel industrial companies to new heights. Readers can expect to gain actionable insights and a comprehensive understanding of the evolving landscape of B2B brand management, enabling them to propel their industrial branding to the next level.
Philip Kotler is S. C. Johnson Distinguished Professor of International Marketing (Emeritus) at the Kellogg School of Management, Northwestern University. He has been called “The Father of Modern Marketing”. He received honorary degrees from 22 foreign universities. Kotler is the author of Marketing Management, now in its 16th edition, and is the author of many other books and journal articles. He has written extensively on capitalism, democracy and advancing the common good.
Waldemar Pfoertsch, the pioneer in Human-Centric Marketing, holds esteemed positions at CIIM Business School and the University of Limassol. With a Doctorate from the Free University of Berlin, his research appears in top journals, and he has authored over 30 books, including seven co-authored with renowned marketing figure Philip Kotler. They developed influential concepts like Human-to-Human (H2H) Marketing. Dr. Pfoertsch has taught at prestigious institutions like Kellogg Graduate School of Management and CEIBS China Europe International Business School. With a focus on human-centric practices, he consults for prominent firms like Mercedes-Benz, HP, and IBM, guiding businesses towards sustainable growth.
