Strategic brand management for B2B markets : a road map for organizational transformation / Sharad Sarin.

Format:

Book

Author/Creator:

Sarin, Sharad.

Series:

Response Books

Language:

English

Subjects (All):

Branding (Marketing).

Brand name products--Management.

Brand name products.

Product management.

Branding (Marketing)--India.

Brand name products--Management--India.

Product management--India.

Physical Description:

1 online resource (xix, 262 p.) : ill.

Place of Publication:

Delhi ; London : SAGE, 2010.

Language Note:

English

Summary:

This text uncovers the hidden and unexploited power of leveraging from the concept of brand and brand building for B2B marketers. It focuses on the need of B2B marketing from the point of view of Indian markets and economic conditions at home.

Contents:

Thinking about B2B brands

Brands and B2B markets : putting things in perspective

Organizational buying and role of brands : the Indian perspective

Brand management and B2B marketers : a deeper probe

Creating corporate brands: the key asset of any B2B brand

Brand TATA : leadership with trust

Brand L&T : nation building to building nations

Brand Infosys : excellence in never-ending symphonic marathon

Brand communications

Managing marketing communications for B2B markets

Websites and B2B brands : a low-cost goldmine lying unexplored

Holistic brand management

Holistic brand management : six cases of B2B brands

The future challenges

Beyond exports : creating indian global brands

reality and possibilities

Rekindling their aspiration through the idea of brands

Reflections and afterthoughts.

Notes:

Description based upon print version of record.

Includes bibliographical references and index.

Description based on print version record.

ISBN:

9786612984693

9781446270271

1446270270

9781282984691

1282984691

9788132106654

8132106652

OCLC:

702645429