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    Nhan đề: Ingredient branding : making the invisible visible / by Philip Kotler, Waldemar Pfoertsch.
DDC 658.827
Tác giả CN Kotler, Philip
Nhan đề Ingredient branding : making the invisible visible / by Philip Kotler, Waldemar Pfoertsch.
Thông tin xuất bản Heildelberg [Germany] ;New York : Springer, c2010.
Mô tả vật lý xx, 393 p. : ill., maps ; 24 cm.
Thuật ngữ chủ đề Branding (Marketing)
Thuật ngữ chủ đề Brand name products - Case studies.
Thuật ngữ chủ đề Brand name products.
Thuật ngữ chủ đề Branding (Marketing) - Case studies.
Môn học Quản trị thương hiệu
Tác giả(bs) CN Pfoertsch, Waldemar.
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0091 0
010 |a 2010926489
020 |a3642042139 (hbk.)
020 |a9783642042133 (hbk.)
039|a20140312164537|boanhntk|c20130621090941|dthanhnhan|y20130621082344|zthanhnhan
08204|222|a658.827
1001 |aKotler, Philip
24510|aIngredient branding : |bmaking the invisible visible / |cby Philip Kotler, Waldemar Pfoertsch.
260 |aHeildelberg [Germany] ;|aNew York : |bSpringer, |cc2010.
300 |axx, 393 p. : |bill., maps ; |c24 cm.
504 |aIncludes bibliographical references (p. [345]-354) and indexes.
5050 |aBranding ingredients. What is ingredient branding? ; A new brand strategy? ; What can you expect from this book? -- Basics of ingredient branding. Theoretical basis for ingredient branding ; Principles of inbranding ; Requirements for inbranding ; Benefits and risks -- Intel inside - the ingredient branding success story -- Implementation of inbranding within a company. Significance of the brand concept ; Brand conception with ingredient branding ; Strategy options ; Communication policy -- Success stories of ingredient branding. Automotive components ; Branding of fibers in the textile industry ; Glass as an essential component ; Food industry example -- Detailed examples of successful ingredient brands. Teflon: basics of ingredient branding ; Dolby: leading an industry with innovation ; Tetra Pak: a machine builder becomes a household name ; Bitrex: implementing the network approach ; Shimano: implicit ingredient branding -- Makrolon: the high-tech material ; DLP: pampering the customer ; Schott Ceran: differentiating with success ; Microban: convincing and measuring -- Managing ingredient brands and measuring the performance of inbrands. Managing branding ingredients ; Principles of brand evaluation -- Perspectives of successful inbranding.
650 0|aBranding (Marketing)
650 0|aBrand name products - Case studies.
650 0|aBrand name products.
650 0|aBranding (Marketing) - Case studies.
690|aQuản trị thương hiệu
7001 |aPfoertsch, Waldemar.
8561|uhttps://thuvien.ntu.edu.vn/ntukiposdata2/sachdientu/tienganh/600_khoahocungdung_congnghe/650_quanly_dichvuphuthuoc/ingredient branding making the invisible visible_philip kotler/03642042139_001thumbimage.jpg
890|a0|b0|c1|d2
999|aLibrary of Congress|tjetdsp_bibsummary
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