Strategic brand management for B2B markets
Subtitle: a road map for organizational transformation
By: Sharad Sarin
Edition: 2nd edition.
Publisher: Sage Publications Pvt. Ltd
Published: 2016
Language: eng
Number of pages: 301
ISBN-13: 9789351505518
Subjects: Product management; Management; Branding (Marketing); Brand name products; Industrial marketing
Notes: Includes bibliographical references and index.
Table of contents: title: I. Thinking about B2B brands. Brands and B2B markets: putting things in perspective; title: Organizational buying and role of brands: the Indian perspective; title: Brand management and B2B marketers: a deeper probe; title: II. Creating corporate brands: the key asset of any B2B brand. Brand Tata: leadership with trust; title: Brand L&T: nation building to building nations; title: Brand Infosys: an iconic brand reinventing itself; title: III. Brand communications. Managing marketing communications for B2B markets; title: The emerging power of digital media for B2B brands; title: Holistic brand management. Holistic brand management: seven cases of B2B brands; title: V. The future challenges. Beyond exports: creating Indian global brands; title: Rekindling their aspirations through the idea of brands; title: Reflections and afterthoughts.