000			01752nam a2200361Ia 4500
001			1315
008			230305s2014 xx 000 0 und d
020			_a9782804184636
040			_cTBS
041			_aeng
043			_aen_UK
245		0	_aB to B branding
260			_bDe Boeck, _c2014
300			_a206 p. ; 24 cm
500			_acreating synergies in the value chain
520			_aBtoC 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.
630		0	_aMarketing _xAdvertising _91084
650		0	_aBranding (Marketing) _96284
650		0	_aMarketing _91020
650			_a industrial _93216
650			_a Shopping center _92315
650			_a Supply _95152
650			_a Demand _92316
650		0	_aCommunication in marketing _92094
650		0	_aStrategy _91208
653			_aBibliography MSc - Marketing Management: Account-Based Marketing
700			_aMalaval, Philippe _eAuthor _91558
700			_aBenaroya, Christophe _eAuthor _91347
902			_a458
905			_am
942			_a1 _2ddc
999			_c1321 _d1321