Building B2B brands through advertising [electronic resource] / Fabio Torlini.
Material type:
FilmSeries: Henry Stewart talksBusiness & management collection. B2B advertising: Publisher: London : Henry Stewart Talks, 2008Description: 1 online resource (1 streaming video file (37 min.) : color, sound)Subject(s): Advertising, Industrial | Industrial marketingOnline resources: Click here to access online | Series Animated audio-visual presentations with synchronized narration.
Title from title frames.
Contents: Best B2B brand criteria -- Considered purchase -- The buying process -- Neuropsychology -- Heuristics -- Left and right brain functions -- Neuroeconomics -- Brands establish an emotional connection -- The resistance iceberg -- Brand associations -- The total brand experience -- The move to experiential marketing -- Rackspace: a case study -- Our key differentiator -- The Rackspace personality -- Industry positioning -- Living the brand.
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Mode of access: World Wide Web.