June 2021
Intermediate to advanced
608 pages
35h 33m
English
Content preview from Marketing Management, 16th Edition
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Building Business-to-Business Brands
Business marketers are increasingly recognizing the importance of their brands. Brands give managers peace of mind by ensuring product quality and thus make it easier to justify the purchase of established brands to the company stakeholders. As the old saying goes: “Nobody gets fired for buying IBM.”
Swiss-based ABB is a global leader in power and automation technologies, with 110,000 employees in more than 100 countries. The company spends $1 billion in R&D annually to fuel a long tradition of groundbreaking and nation-building projects. ABB undertook an extensive rebranding project that evaluated five alternative positioning platforms, concluding that ABB should stand for “Power and Productivity for a Better ...
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O’Reilly covers everything we've got, with content to help us build a world-class technology community, upgrade the capabilities and competencies of our teams, and improve overall team performance as well as their engagement.Julian F.
I wanted to learn C and C++, but it didn't click for me until I picked up an O'Reilly book. When I went on the O’Reilly platform, I was astonished to find all the books there, plus live events and sandboxes so you could play around with the technology.Addison B.
I’ve been on the O’Reilly platform for more than eight years. I use a couple of learning platforms, but I'm on O'Reilly more than anybody else. When you're there, you start learning. I'm never disappointed.Amir M.
I'm always learning. So when I got on to O'Reilly, I was like a kid in a candy store. There are playlists. There are answers. There's on-demand training. It's worth its weight in gold, in terms of what it allows me to do.