Strategic brand management for B2B markets [electronic resource] :a road map for organizational transformation / Sharad Sarin.
By: Sarin, Sharad.Material type: BookSeries: Response books: Publisher: New Delhi : Thousand Oaks, Calif. : Response Books ; Sage Publications, 2010Description: 1 online resource (xix, 262 p.) : ill.ISBN: 9788132106654 (electronic bk.); 8132106652 (electronic bk.).Subject(s): Branding (Marketing) | Brand name products -- Management | Product management | Branding (Marketing) -- India | Brand name products -- India -- Management | Product management -- India | Brand name products -- Management -- India | Business | BUSINESS & ECONOMICS -- Advertising & Promotion | Brand name products -- Management | Branding (Marketing) | Product management | IndiaGenre/Form: Electronic books. | Electronic books.DDC classification: 658.8/27 Online resources: EBSCOhost
Includes bibliographical references (p. -253) and index.
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 Iindian global brands--reality and possibilities -- Rekindling their aspiration through the idea of brands -- Reflections and afterthoughts.
This book aims to uncover 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. With extensive discussions on the three most respected corporate brands in India--Tata, Larsen & Toubro and Infosys--the author demonstrates how these companies have created value through brands and how their branding initiatives are benchmarks in their journey to success. With three decades of experience as an academician and consultant in B2B Mark.
Description based on print version record.