000			04218nam a22004575i 4500
001			978-3-642-04214-0
003			DE-He213
005			20140220084526.0
007			cr nn 008mamaa
008			100528s2010 gw | s |||| 0|eng d
020			_a9783642042140 _9978-3-642-04214-0
024	7		_a10.1007/978-3-642-04214-0 _2doi
050		4	_aHF5410-5417.5
072		7	_aKJS _2bicssc
072		7	_aKJSM _2bicssc
072		7	_aBUS043000 _2bisacsh
082	0	4	_a658.8 _223
100	1		_aKotler, Philip. _eauthor.
245	1	0	_aIngredient Branding _h[electronic resource] : _bMaking the Invisible Visible / _cby Philip Kotler, Waldemar Pfoertsch.
264		1	_aBerlin, Heidelberg : _bSpringer Berlin Heidelberg, _c2010.
300			_aXX, 393p. 114 illus. _bonline resource.
336			_atext _btxt _2rdacontent
337			_acomputer _bc _2rdamedia
338			_aonline resource _bcr _2rdacarrier
347			_atext file _bPDF _2rda
505	0		_aBranding Ingredients -- Basics of Ingredient Branding -- Intel Inside – The Ingredient Branding Success Story -- Implementation of InBranding Within a Company -- Success Stories of Ingredient Branding -- Detailed Examples of Successful Ingredient Brands -- Managing Ingredient Brands and Measuring the Performance of InBrands -- Perspectives of Successful InBranding.
520			_aAn Ingredient Brand is exactly what the name implies: an ingredient or component of a product that has its own brand identity. This is the first comprehensive book that explains how Ingredient Branding works and how brand managers can successfully improve the performance of component marketing. The authors have examined more than one hundred examples, analyzed four industries and developed nine detailed case studies to demonstrate the viability of this marketing innovation. The new concepts and principles can easily be applied by professionals. In the light of the success stories of Intel, GoreTex, Dolby, TetraPak, Shimano, and Teflon it can be expected that component suppliers will increasingly use Ingredient Branding strategies in the future. Ingredient Branding by Kotler and Pfoertsch is the most thorough and complete analysis of ingredient branding one could ever hope for in a single source—a virtual encyclopedia on InBranding. Replete with insightful case studies of companies from a variety of industries that have successfully transformed their traditional brands into powerful new InBrands, and have launched entirely new products and services employing InBranding. Ingredient Branding should be top on the list for all CMOs to read whose companies’ "live or die" based upon the success of their brands. —John A. Caslione, founder, president and CEO, GCS Business Capital, LLC, and co-author of "Chaotics: The Business of Managing and Marketing in The Age of Turbulence" This book explains how and why putting the brand of an ingredient on the outside of a product increases its appeal to the customer. The authors give managers and business leaders important insights into how this innovative marketing concept works and implement it. —John A. Quelch, Lincoln Filene Professor of Business Administration, Harvard Business School, Cambridge, MA, and author of "Greater Good: How Good Marketing Makes for Better Democracy" A fascinating, eye-opening perspective on the marketing and positioning of new, complex products, and a most valuable, wonderfully practical and readable book and guide for business leaders wanting to communicate the qualities of their products and components - by "making the invisible visible". —Rolf D Cremer, Dean and Vice President, CEIBS, China Europe International Business School, Shanghai, China
650		0	_aEconomics.
650		0	_aIndustrial management.
650		0	_aMarketing.
650	1	4	_aEconomics/Management Science.
650	2	4	_aMarketing.
650	2	4	_aManagement/Business for Professionals.
700	1		_aPfoertsch, Waldemar. _eauthor.
710	2		_aSpringerLink (Online service)
773	0		_tSpringer eBooks
776	0	8	_iPrinted edition: _z9783642042133
856	4	0	_uhttp://dx.doi.org/10.1007/978-3-642-04214-0
912			_aZDB-2-SBE
999			_c111582 _d111582