B to B branding

B TO B BRANDING Phi l i p p e MA LAVA L Chr ist o p h e BÉ NA R O YA ISBN : 978-2-8041-8463-6 Conception graphique : Primo&Primo® Bringing value & synergies inside the supply chain ” KEY FEATURES eThe book contains many examples illustrating these diverse... More

B TO B BRANDING Phi l i p p e MA LAVA L Chr ist o p h e BÉ NA R O YA ISBN : 978-2-8041-8463-6 Conception graphique : Primo&Primo® Bringing value & synergies inside the supply chain ” KEY FEATURES eThe book contains many examples illustrating these diverse BtoB approaches rMany large companies use the notions and techniques developed tIt provides useful practical tools uIt integrates the latest practices and research results iIt defines new strategic paths aiming at managing the BtoB brand policy depending on the final target “ MALAVALBRA CREATING SYNERGIES IN THE VALUE CHAIN Adaptation from 1st French Edition Philippe MALAVAL I Christophe BÉNAROYA Prefaces by Gore-Tex, Lafarge, Legrand and Zodiac Aerospace Foreword by George Christodoulides BtoC brands have already reached a maturity stage while BtoB brands remain in a fast-growing stage, both in terms of marketing & brand manager positions and in terms of allocated budgets for brand promotion. Consequently, one of the main goals of th Less