商品描述
As B2B solutions continue to advance, industrial companies are embracing branding to differentiate themselves and generate preference for their offers. While branding has been crucial to the success of renowned consumer goods like Coca-Cola, McDonald's, and Mercedes-Benz, it's time for more industrial companies to systematically enhance their brand management strategies. Industrial pioneers such as Caterpillar, DuPont, GE, and Siemens have paved the way, demonstrating that effective branding goes beyond assigning names to products or services. It entails a commitment to delivering the level of performance associated with the company's offerings--a brand promise that fuels all organizational activities and collaborations with partners. This book's second edition builds upon the conceptual framework, exploring transformative performance marketing and Artificial Intelligence to elevate B2B brand management. By integrating theoretical aspects of H2H (Human-to-Human) marketing, service-dominant logic, design thinking, and digitalization, it deepens the understanding of branding for industrial products. Featuring dozens of real-world examples, this book illustrates how successful branding can propel industrial companies to new heights. Readers can expect to gain actionable insights and a comprehensive understanding of the evolving landscape of B2B brand management, enabling them to propel their industrial branding to the next level.
商品描述(中文翻譯)
隨著B2B解決方案的不斷進步，工業公司正積極採用品牌策略以區分自身並為其產品創造偏好。雖然品牌對於可口可樂、麥當勞和梅賽德斯-奔馳等知名消費品的成功至關重要，但現在是更多工業公司系統性提升其品牌管理策略的時候了。
像卡特彼勒（Caterpillar）、杜邦（DuPont）、通用電氣（GE）和西門子（Siemens）等工業先驅已經鋪平了道路，展示了有效的品牌塑造不僅僅是為產品或服務命名。這需要承諾提供與公司產品相關的性能水平——這是一種品牌承諾，驅動著所有組織活動和與合作夥伴的協作。
本書的第二版在概念框架的基礎上，探討了轉型性能行銷和人工智慧，以提升B2B品牌管理。通過整合H2H（人對人）行銷的理論面向、服務主導邏輯、設計思維和數位化，深入理解工業產品的品牌塑造。
本書包含數十個真實案例，說明成功的品牌塑造如何推動工業公司邁向新高峰。讀者可以期待獲得可行的見解和對不斷演變的B2B品牌管理全景的全面理解，使他們能夠將工業品牌提升到新的層次。
作者簡介
Philip Kotler is S. C. Johnson Distinguished Professor of International Marketing (Emeritus) at the Kellogg School of Management, Northwestern University. He has been called "The Father of Modern Marketing". He received honorary degrees from 22 foreign universities. Kotler is the author of
Marketing Management, now in its 16th edition, and is the author of many other books and journal articles. He has written extensively on capitalism, democracy and advancing the common good. Waldemar Pfoertsch, the pioneer in Human-Centric Marketing, holds esteemed positions at CIIM Business School and the University of Limassol. With a Doctorate from the Free University of Berlin, his research appears in top journals, and he has authored over 30 books, including seven co-authored with renowned marketing figure Philip Kotler. They developed influential concepts like Human-to-Human (H2H) Marketing. Dr. Pfoertsch has taught at prestigious institutions like Kellogg Graduate School of Management and CEIBS China Europe International Business School. With a focus on human-centric practices, he consults for prominent firms like Mercedes-Benz, HP, and IBM, guiding businesses towards sustainable growth.
作者簡介(中文翻譯)
菲利浦·科特勒（Philip Kotler）是西北大學凱洛格管理學院的S.C.約翰遜國際行銷傑出教授（名譽教授）。他被稱為「現代行銷之父」。他獲得了22所外國大學的榮譽學位。科特勒是《行銷管理》（Marketing Management）的作者，該書目前已進入第16版，並且還著有許多其他書籍和期刊文章。他在資本主義、民主和促進公共利益方面有廣泛的著作。
瓦爾德馬·福特施（Waldemar Pfoertsch）是以人為中心的行銷的先驅，擔任CIIM商學院和利馬索爾大學的尊貴職位。他擁有柏林自由大學的博士學位，其研究成果發表在頂尖期刊上，並著有超過30本書籍，其中七本是與著名行銷人物菲利浦·科特勒共同撰寫的。他們共同開發了人對人（Human-to-Human, H2H）行銷等影響深遠的概念。福特施博士曾在凱洛格管理研究生院和中歐國際工商學院等知名機構授課。專注於以人為中心的實踐，他為梅賽德斯-賓士（Mercedes-Benz）、惠普（HP）和IBM等知名公司提供諮詢，指導企業實現可持續增長。
