TY  - BOOK
AU  - Malaval, Philippe
AU  - Benaroya, Christophe
TI  - B to B branding
SN  - 9782804184636
PY  - 2014///
PB  - De Boeck
KW  - Marketing
KW  - Advertising
KW  - Branding (Marketing)
KW  -  industrial
KW  -  Shopping center
KW  -  Supply
KW  -  Demand
KW  - Communication in marketing
KW  - Strategy
KW  - Bibliography MSc - Marketing Management: Account-Based Marketing
N1  - creating synergies in the value chain
N2  - BtoC brands have already reached a maturity stage while BtoB brands remain in a fast-growing stage, both in terms of marketing & brand manager positions and in terms of allocated budgets for brand promotion. ; Consequently, one of the main goals of this book is to provide companies, schools and universities support to better promote their brands. Many organizations are subcontractors depending on their ability to win request for proposals. Without a brand strategy, the candidate company stays invisible in the value chain: no name, no gain! The challenge for organizations is to win the 'battle for visibility' in order to put an end to their anonymity status (simple technical partner). From then on, they have to create value through a fitted professional branding policy
ER  -