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LEADER 03630cam 2200637 a 4500

001 ocn645694376;

003 OCoLC;

005 20141212054603.0;

008 090814s2010 gw ab b 001 0 eng ;

010 a| 2010926489;

015 a| GBA9894542| bnb;

015 a| 09,N38,07552| dnb;

016 7 a| 0153670372| Uk;

016 7 a| 9965152162| DE-101;

019 a| 436030973a| 436266311;

020 a| 9783642042133 (hbk.);

020 a| 3642042139 (hbk.);

028 52 a| 12755592;

029 1 a| GWDNBb| 996515216;

029 1 a| HEBISb| 216655536;

029 1 a| NLGGCb| 321734084;

029 1 a| DEBBGb| BV035827786;

029 1 a| AU@b| 000045995038;

035 a| (Sirsi) o645694376;

035 a| (OCoLC)645694376;

042 a| ukblcatcopy;

049 a| EREE;

050 4 a| HF5415.1255b| .K68 2010;

082 04 a| 658.8272| 22;

084 a| 6502| sdnb;

100 1 a| Kotler, Philip.=| ^A544422;

245 10 a| Ingredient branding :b| making the invisible visible /c| Philip Kotler, Waldemar Pfoertsch.;

300 a| xx, 393 pages :b| illustrations, maps ;c| 24 cm;

336 a| text2| rdacontent;

337 a| unmediated2| rdamedia;

338 a| volume2| rdacarrier;

504 a| Includes bibliographical references (p. [345]-354) and indexes.;

505 0 a| Branding 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 a| Branding (Marketing)=| ^A755863;

650 0 a| Branding (Marketing)v| Case studies.=| ^A755863;

650 0 a| Brand name products.=| ^A83735;

650 0 a| Brand name productsv| Case studies.=| ^A83735;

700 1 a| Pfoertsch, Waldemar.=| ^A1030482;

856 42 q| text/htmlu| http://deposit.d-nb.de/cgi-bin/dokserv?id=3350987&prov=M&dok_var=1&dok_ext=htm3| Inhaltstext;

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938 a| YBP Library Servicesb| YANKn| 3115923;

938 a| Baker and Taylorb| BTCPn| BK0008547689;

938 a| Blackwell Book Serviceb| BBUSn| R8860540c| $49.95;

938 a| Coutts Information Servicesb| COUTn| 10553388;

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999 a| HF5415.1255 .K68 2010w| LCc| 1i| 30372014920463d| 2/25/2011e| 2/8/2011l| JGESm| JOYNERr| Ys| Yt| JGESBKu| 1/21/2011x| BOOKz| JSTACKSo| .STAFF. jmpl;

Ingredient branding : making the invisible visible / Philip Kotler, Waldemar Pfoertsch.

Author/creator	Kotler, Philip
Other author	Pfoertsch, Waldemar.
Format	Book
Publication Info	Heildelberg [Germany] ; New York : Springer, ©2010.
Description	xx, 393 pages : illustrations, maps ; 24 cm
Supplemental Content	Inhaltstext
Subjects	Branding (Marketing) Branding (Marketing)--Case studies. Brand name products. Brand name products--Case studies.

Contents	Branding 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.
Bibliography note	Includes bibliographical references (p. [345]-354) and indexes.
LCCN	2010926489
ISBN	9783642042133 (hbk.)
ISBN	3642042139 (hbk.)
Publisher number	12755592

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Joyner	General Stacks	HF5415.1255 .K68 2010	✔ Available	Place Hold

Ingredient branding : making the invisible visible / Philip Kotler, Waldemar Pfoertsch.

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