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

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