This is one of the first books to probe deeply into the art and science of branding industrial products. The book comes at a time when more industrial companies

“As an in-depth explanation of one organisation’s brand strategy, this guide is both fascinating and full of useful insights.” — The CA magazine (UK) Ge

If you want to move products, you need to move people. And if you want to move people, you need to move minds. This is what modern B2B marketing is all about. I

Focuses on sensemaking, decisions, actions, and evaluating outcomes relating to managing business-to-business brands including product and service brands. This

This book presents an in-depth exploration of contemporary business-to-business branding practices. Bringing together both theoretical and practical views on th