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  • Making the Invisible Visible
    Philip Kotler; Waldemar Pfoertsch
    978-3-642-04214-0
    2010
    Edition 1
    • First English-language book on Ingredient Branding, a major instrument of component marketing
    • Explains the principles, concepts, and success factors of existing Ingredient Brands such as Intel, GoreTex, Dolby, TetraPak, Shimano, and Teflon
    • Offers a detailed industry analysis with case studies, best practices, and strategic directions for implementation
    • Includes supplementary material: sn.pub/extras
    €130 €117
    10% OFF

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