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

Focuses on sensemaking, decisions, actions, and evaluating outcomes relating to managing business-to-business brands including product and service brands. This

“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

This book provides knowledge and skill-building training exercises in managing marketing decisions in business-to-business (B2B) contexts.

This book presents an in-depth exploration of contemporary business-to-business branding practices. Bringing together both theoretical and practical views on th