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

Format:

Book

Author/Creator:

Sarin, Sharad, author.

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.

Industrial marketing.

Physical Description:

1 online resource (xxiv, 301 pages) : illustrations

Edition:

Second edition.

Place of Publication:

Los Angeles, California : SAGE Response, [2016]

Summary:

This book uncovers the hidden power of brand and brand building for B2B marketers.

Contents:

Cover

Praise for the First Edition

Contents

List of Tables

List of Figures

List of Boxes

Preface

Acknowledgments

I. Thinking about B2B Brands

1. Brands and B2B Markets: Putting Things in Perspective

2. Organizational Buying and Role of Brands: The Indian Perspective

3. Brand Management and B2B Marketers: A Deeper Probe

II. Creating Corporate Brands: The Key Asset of any B2B Brand

4. Brand Tata: Leadership with Trust

5. Brand L&amp

T: Nation Building to Building Nations

6. Brand Infosys: An Iconic Brand Reinventing Itself

III. Brand Communications

7. Managing Marketing Communications for B2B Markets

8. The Emerging Power of Digital Media for B2B Brands

IV. Holistic Brand Management

9. Holistic Brand Management: Seven Cases of B2B Brands

V. The Future Challenges

10. Beyond Exports: Creating Indian Global Brands

11. Rekindling Their Aspirations through the Idea of Brands

12. Reflections and Afterthoughts

Bibliography

Index

About the Author.

Notes:

Includes bibliographical references and index.

Description based on print version record.

ISBN:

93-5150-552-9

93-5150-550-2