{"product_id":"ingredient-branding-philip-kotler-9783642042133","title":"Ingredient Branding: Making the Invisible Visible","description":"\u003cp\u003eAn 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 book that explains how Ingredient Branding works and how brand managers can successfully improve the performance of component marketing. \u003c\/p\u003e\u003cp\u003eThe authors have examined more than one hundred examples, analyzed four industries and developed nine detailed case studies to demonstrate the viability of this marketing innovation. The new concepts and principles can easily be applied by professionals. In the light of the success stories of Intel, GoreTex, Dolby, TetraPak, Shimano, and Teflon it can be expected that component suppliers will increasingly use Ingredient Branding strategies in the future.\u003c\/p\u003e\u003cbr\u003e\u003cbr\u003e\u003cb\u003eAuthor:\u003c\/b\u003e Philip Kotler, Waldemar Pfoertsch\u003cbr\u003e\u003cb\u003eISBN-10:\u003c\/b\u003e 3642042139\u003cbr\u003e\u003cb\u003eISBN-13:\u003c\/b\u003e 9783642042133\u003cbr\u003e\u003cb\u003ePublisher:\u003c\/b\u003e Springer\u003cbr\u003e\u003cb\u003eLanguage:\u003c\/b\u003e English\u003cbr\u003e\u003cb\u003ePublished:\u003c\/b\u003e 06\/08\/2010\u003cbr\u003e\u003cb\u003ePages:\u003c\/b\u003e 393\u003cbr\u003e\u003cb\u003eFormat:\u003c\/b\u003e Hardcover\u003cbr\u003e\u003cb\u003eWeight:\u003c\/b\u003e 1.63lbs\u003cbr\u003e\u003cb\u003eSize:\u003c\/b\u003e 9.42h x 6.38w x 0.90d\u003cbr\u003e\u003cbr\u003e\u003cb\u003eReview Citation(s): \u003c\/b\u003e\u003cbr\u003e\u003ci\u003eChoice\u003c\/i\u003e 02\/01\/2011","brand":"Philip Kotler","offers":[{"title":"Hardcover","offer_id":44190852350207,"sku":"9783642042133","price":69.99,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0662\/2982\/9887\/files\/img_82abece1-4ea8-495c-bba0-afcbc513537e.jpg?v=1690872726","url":"https:\/\/www.whiterainbookhouse.com\/products\/ingredient-branding-philip-kotler-9783642042133","provider":"WR Book House","version":"1.0","type":"link"}