TY  - BOOK
AU  - Kotler, Philip
AU  - Pfoertsch, Waldemar
TI  - B2B brand management
SN  - 3540253602
U1  - 658.827 
PY  - 2006///
CY  - Heidelberg
PB  - Springer
KW  - Product management
N2  - Book Description: As products become increasingly similar, companies are turning to branding as a way to create a preference for their offerings. Branding has been the essential factor in the success of well-known consumer goods such as Coca Cola, McDonald's, Kodak, and Mercedes
ER  -