Boston Business School Institute Director, Dr. Pförtsch, issues joint publication with marketing legend, Dr. Kotler from the Kellogg School of Management.
In their new book, the two renown marketing experts explore the nature and importance of branding to companies active in B2B, and how they can use marketing as a focal point for a company’s activities, thus ensuring a differentiated product. This is why the two authors argue for a type of marketing that goes well beyond brand recognition to the very heart of corporate strategy and success. More about their insightful new book, you can find here: |
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You can also hear from Dr. Pförtsch in person at Boston Business School seminars: |
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