on 29 January 2010
For someone who is starting fresh on B2B this book can be a good base, however personally I found it average on the insight it has given me. There was not much in depth examples of pure B2B success stories a lot of it was just touching the surface. A lot of the examples as well are related to companies that have already an established name on the B2C side, so much easier to extend to the B2B. Saying that it is as i said a good base and collates in one place the essence and bulk of the B2B tools. IT certainly misses out on the emerging social media element and the CRM which should take a much bigger role in such a book.
on 1 September 2009
Philip Kotler, one of the fathers of modern marketing, and Waldemar Pfoertsch do not push the branding envelope in this book, but it is nevertheless a useful text on B2B branding - and in fact on branding in general. They illustrate their points with numerous, interesting and relevant real-world examples, as well as with a surfeit of diagrams and charts, and they go into great detail about the nuances of brand building, maintenance and architecture. Unfortunately, the book's real strengths make the noticeable typos especially jarring. getAbstract recommends this work to students and to early-career marketers who want to understand why and how businesses need to build better brands.