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008 | 220228b ||||| |||| 00| 0 eng d | ||
020 | _a9789351505518 | ||
082 |
_a658.827 _bSAR |
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100 |
_aSarin, Sharad _99 |
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245 | _aStrategic brand management for B2B markets: a road map for organizational transformation | ||
250 | _a2nd | ||
260 |
_bSage Publications India Pvt. Ltd. _aNew Delhi _c2016 |
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300 | _axxiv, 299 p. | ||
365 |
_aINR _b545 P. |
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504 | _aTable 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 | ||
520 | _aStrategic 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. | ||
650 |
_aProduct management _9334 |
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650 |
_aBranding (Marketing) _9408 |
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650 |
_aBrand name products--Management _9333 |
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650 |
_aIndustrial marketing _9924 |
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942 |
_2ddc _cBK |