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Die Marke in der Marke: Bedeutung und Macht des Ingredient Branding
Marketing thrives on innovation and customer value. Companies that can combine the two are on the road to success. With Ingredient Branding suppliers and end product manufacturers have a new tool which gives them a real competitive edge. Intel has shown the way with the Ingredient Branding-concept „Intel inside“. More than 90% of the market is the best evidence for the functioning of this approach. Ian Paterson, a member of the Board of Bayer MaterialScience AG formulated: „The message is conveyed to the consumer, that not only the manufacturer of the item stands for the quality of the final product, but also the supplier of the main ingredient.“ In this book, other examples are presented, which give readers ideas on how they can make their mark in the brand’s success.
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