- 出版社: Springer; 2010 (2010年6月8日)
- 精装: 393页
- 语种： 英语
- ISBN: 3642042139
- 条形码: 9783642042133
- 商品尺寸: 15.6 x 2.4 x 23.4 cm
- 商品重量: 739 g
- ASIN: 3642042139
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- 亚马逊热销商品排名: 图书商品里排第3,119,077名 (查看图书商品销售排行榜)
Ingredient Branding: Making the Invisible Visible (英语) 精装 – 2010年6月8日
From the reviews:“The well-written book comprehensively explores and analyzes ingredient branding and offers particularly valuable insight into how marketers can make an ingredient branding strategy work to best advantage. … Marketers would do well to recognize that ingredient branding can play a big role in their quest for competitive advantage. Summing Up: Highly recommended. All readers, especially upper-division undergraduates and practitioners.” (N. A. Govoni, Choice, Vol. 48 (6), February, 2011)
Philip Kotler is the S.C. Johnson & Son Distinguished Professor of International Marketing at the Kellogg School of Management, Northwestern University, Evanston, Illinois. He received his Master's Degree at the University of Chicago and his PhD Degree at MIT, both in economics. He did post-doctoral work in mathematics at Harvard University and in behavioral science at the University of Chicago.
Professor Kotler is the author of: Marketing Management: Analysis, Planning, Implementation and Control, the most widely used marketing book in graduate business schools worldwide; Principles of Marketing; Marketing Models; Strategic Marketing for Nonprofit Organizations; The New Competition; High Visibility; Social Marketing; Marketing Places; Marketing for Congregations; Marketing for Hospitality and Tourism; The Marketing of Nations; Kotler on Marketing, Building Global Biobrands, Attracting Investors, Ten Deadly Marketing Sins, Marketing Moves, Corporate Social Responsibility, Lateral Marketing, B2B Brand Management and Marketing Insights from A to Z. He has published over one hundred articles in leading journals, several of which have received best-article awards.
Professor Kotler was the first recipient of the American Marketing Association's (AMA) "Distinguished Marketing Educator Award" (1985). The European Association of Marketing Consultants and Sales Trainers awarded Kotler their prize for "Marketing Excellence". He was chosen as the "Leader in Marketing Thought" by the Academic Members of the AMA in a 1975 survey. He also received the 1978 "Paul Converse Award" of the AMA, honoring his original contribution to marketing. In 1989, he received the Annual Charles Coolidge Parlin Marketing Research Award. In 1995, the Sales and Marketing Executives International (SMEI) named him "Marketer of the Year".
Professor Kotler has consulted for such companies as IBM, General Electric, AT&T, Honeywell, Bank of America, Merck and others in the areas of marketing strategy and planning, marketing organization and international marketing. In 2008, the Wall Street Journal listed him as the 6th most influential person on business thinking.
Waldemar Pfoertsch currently holds the position of Associate Professor of Marketing at CEIBS (China Europe International Business School, Shanghai) and Professor for International Business at University of Pforzheim, and he was visiting lecturer at the Executive MBA Program of the Liautaud Graduate School of Business, University of Illinois at Chicago and at Stuart School of Business at Illinois Institute of Technology Chicago. In addition he was an online tutor for MBA Program International Management University Maryland College Park and lecturer at the Steinbeis University in Berlin. He also was Visiting Associate Professor at Kellogg Graduate School of Management, Northwestern University, Lecturer for Strategic Management at Lake Forest Graduate School of Management and Professor for International Marketing at the University of Cooperative Education Villingen-Schwenningen.
He received two Master Degrees (economics & business administration) and his Doctorial Degree in social science at the Free University Berlin. He did his post-doctoral work in industrial planning at the Technical University Berlin.
His latest publication in English and German cover the areas of Business-to-Business Marketing, B2B Brand Management and Ingredient Branding, I also published: Living Web and Internet Strategies, International Strategies, etc.. He published more than 50 articles in German, Chinese and English language on international management and marketing issues.
Professor Pfoertsch has consulted for such companies as Daimler, HP, IBM, and many medium size corporations in Europe, Asia and North America in the areas of international marketing and brand management. He is on the advisory board of various companies and non-profit organizations.
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In fact, the Shimano chapter illustrates one of the problems with this book: the authors supply 16 pages of material when the key Ingredient Branding lessons are that Shimano sponsored the Tour de France to create end-user 'pull', and supplied components to specialist retailers to fulfill this demand. Couple this low information density with the appalling editing (the former chairman of Intel is 'Mr Andrew Grow'; Texas Instruments is in the 'semicontractor business', etc) and you would do better to save the money. Instead, download Chapter 2 for free, thanks to Amazon's sample pages - it contains most of what you need.
Dr Kotler used to have a personal brand to be envied by marketing practioners - he has severely damaged it by his association with this farrago.