TY  - BOOK
AU  - Sarin, Sharad
TI  - Strategic brand management for B2B markets: a road map for organizational transformation
SN  - 9789351505518
U1  - 658.827 
PY  - 2016///
CY  - New Delhi
PB  - Sage Publications India Pvt. Ltd.
KW  - Product management
KW  - Branding (Marketing)
KW  - Brand name products--Management
KW  - Industrial marketing
N1  - Table of content

Preface    Acknowledgments    I. 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
  II. 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: An Iconic Brand Reinventing Itself
  III. Brand Communications  
Managing Marketing Communications for B2B Markets
 
The Emerging Power of Digital Media for B2B Brands
  IV. Holistic Brand Management  
Holistic Brand Management: Seven Cases of B2B Brands
  V. The Future Challenges  
Beyond Exports: Creating Indian Global Brands
 
Rekindling Their Aspiration through the Idea of Brands
 
Reflections and Afterthoughts
 
Bibliography
 
Index
N2  - Strategic Brand Management provides fresh insight into the field of marketing and elaborates how to create powerful brands.

“Globalization” and “technology” are two mega forces that drive the world. The second edition captures these developments and their effect on the companies covered in the book. The first edition dealt with three leading B2B corporate brands of India—the Tata Group, L&T, and Infosys. The second edition describes the leadership changes in the Tata Group and Infosys, and the challenges faced by these three brands.

Indian B2B brands are yet to become global B2B brands. The purpose of this book is to motivate the marketers deeply entrenched in B2B marketing to unleash the underleveraged power of brand to create competitive advantages for growth
ER  -