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Title: Disappointment
Review: I had expected more from the title. There are many brief case study illustrations but not really any sort of systematic evaluation and dissecting of the the criteria used in determining the desired brand and the target audiences. As the author states, B2B marketing and branding is often made up of numerous influencers and parties involved in the decision. He missed an opportunity to describe these various parties for the each case, the various parties involved in the decision, the key factors of concern for each party (e.g., warranty, serice follow up, etc.), and how the company went about addressing these in its brand positioning and marketing strategy. Instead, most cases are general overviews with little indepth analysis.
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