영문목차
Contents
Foreword V
Preface IX
Acknowledgements XI
Chapter 1
Being Known or Being One of Many 1
Chapter 2
To Brand or Not to Brand 15
Chapter 3
B2B Branding Dimensions 65
Chapter 4
Acceleration Through Branding 157
Chapter 5
Success Stories of B2B Branding 207
Chapter 6
Beware of Branding Pitfalls 277
Chapter 7
Future Perspective 297
About the Authors 327
Bibliography 331
Company and Brand Index 343
Subject Index 351