An Ingredient Brand is exactly what the name implies: an ingredient or component of a product that has its own brand identity. This is the first comprehensive b

This title provides a thorugh overview of the issues high-tech marketers must address, and provides a balance between conceptual discussions and examples; small

The strategic management and development of brands continues to grow in importance for most businesses and the last decade has seen more and more brand owners t

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