This is one of the first books to probe deeply into the art and science of branding industrial products. The book comes at a time when more industrial companies

“As an in-depth explanation of one organisation’s brand strategy, this guide is both fascinating and full of useful insights.” — The CA magazine (UK) Ge

If you want to move products, you need to move people. And if you want to move people, you need to move minds. This is what modern B2B marketing is all about. I

This book aims to uncover the hidden and unexploited power of leveraging from the concept of brand and brand building for B2B marketers. It focuses on the need

This unique book comprehensively presents the current state of knowledge, theoretical and practical alike, in the field of business-to-business (B2B) marketing.