Böcker av Philippe Malaval

Este libro es el resultado de años de experiencia de sus autores. En él se hace énfasis en la digitalización y la servitización como factores disruptores del marketing BtoB. El mismo cubre temas que como la co-creación de valor con el cliente, la optimización de las ofertas hechas a las empresas a través del suministro de servicios en BtoB, el mejoramiento del rendimiento comercial a través de los recursos digitales, entre otros.La obra va dirigida a emprendedores, empresarios, gerentes, directores, ejecutivos de mercadeo, estudiantes de maestrías que deseen tener un recurso de referencia para formular estrategias, desplegar tácticas y comprender las mejores prácticas del mercadeo entre empresas en un contexto digital.

Strategy and Management of Industrial Brands is the first book devoted to business-to-business products and services. Looking at numerous companies, this book defines two brand objectives that are specific to the industrial and service sectors and which must be added to the traditional functions of branding: the minimization of risk as perceived by buyers, and the facilitation of the customer company's performance by the supplier brand. Different ways of classifying brands are suggested, providing a better understanding of brand strategies adopted by business-to-business companies, as well as new concepts such as brand `printability', `visibility', and `purchaseability'. Five major brand categories are dealt with in separate chapters: -entering goods brands; -intermediary equipment goods brands; -equipment goods brands; -business-to-business service brands; and -industrial distributor brands. From a practical point of view, the aim of the book is to address the main concerns of managers: How to create and protect brands? What type of visual identity is appropriate? How to manage international brands? An analysis of 1,500 industrial brands as well as 40 case studies are included in this book. These brands are used in both the industrial (automotive, building, aeronautics, IT, etc.) and consumer sectors (clothing, electronics, food packaging, telecommunications, etc.). This book has been written for professors and students of universities and business schools, as well as managers and people working in industry or the service sector.

This book presents an overall picture of both B2B and B2C marketing strategies, concepts and tools in the aeronautics sector. It deals with the whole value chain, both civil and defense, from parts, engine through airframers to airlines and airports.