| 000 | 02394nam a2200325Ia 4500 | ||
|---|---|---|---|
| 001 | 1264 | ||
| 008 | 230305s2010 xx 000 0 und d | ||
| 020 | _a9783642042133 | ||
| 040 | _cTBS | ||
| 041 | _aeng | ||
| 043 | _aes_ES | ||
| 245 | 0 | _aIngredient branding | |
| 260 |
_bSpringer, _c2010 |
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| 300 | _axx + 393 p. ; 24 cm | ||
| 500 | _amaking the invisible visible | ||
| 505 |
_aBranding ingredients. What is ingredient branding? ; A new brand strategy? ; What can you expect from this book? _rBasics of ingredient branding. Theoretical basis for ingredient branding ; Principles of inbranding ; Requirements for inbranding ; Benefits and risks-- _rIntel inside - the ingredient branding success story-- _rImplementation of inbranding within a company. Significance of the brand concept ; Brand conception with ingredient branding ; Strategy options ; Communication policy-- _rSuccess stories of ingredient branding. Automotive components ; Branding of fibers in the textile industry ; Glass as an essential component ; Food industry example-- _rDetailed examples of successful ingredient brands. Teflon: basics of ingredient branding ; Dolby: leading an industry with innovation ; Tetra Pak: a machine builder becomes a household name ; Bitrex: implementing the network approach ; Shimano: implicit ingredient branding-- _rMakrolon: the high-tech material ; DLP: pampering the customer ; Schott Ceran: differentiating with success ; Microban: convincing and measuring-- _rManaging ingredient brands and measuring the performance of inbrands. Managing branding ingredients ; Principles of brand evaluation-- _rPerspectives of successful inbranding.-- |
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| 630 |
_aHF COMMERCE _914 |
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| 650 | 0 |
_aBranding (Marketing) _96284 |
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| 650 | 0 |
_aBranding (Marketing) _xCase studies _96912 |
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| 650 | 0 |
_aBrand name products _92371 |
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| 650 | 0 |
_aBrand name products _xCase studies _96913 |
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| 653 | _aBibliography MSc - Marketing Management: Account-Based Marketing | ||
| 700 |
_aPfoertsch, Waldemar _eAuthor _96914 |
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| 700 |
_aKotler, Philip _eAuthor _91123 |
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| 856 | _uhttp://books.google.es/books?id=UYNBbCvK69UC&printsec=frontcover&dq=ingredient+branding+making+the+invisible+visible&hl=ca&sa=X&ei=EY2UUuWwDaq40QXaroCIBw&ved=0CDMQ6AEwAA#v=onepage&q=ingredient%20branding%20making%20the%20invisible%20visible&f=false | ||
| 902 | _a458 | ||
| 905 | _am | ||
| 942 |
_a1 _2ddc |
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| 999 |
_c1270 _d1270 |
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