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

Bibliographic Details
Main Author:	Sarin, Sharad (Author)
Format:	Book
Language:	English
Published:	New Delhi : SAGE Publications, 2016.
Edition:	Second edition.
Subjects:	Branding (Marketing) Brand name products > Management. Product management. Branding (Marketing) > India. Brand name products > India > Management. Product management > India. Industrial marketing.

Table of Contents:

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
Holistic brand management. Holistic brand management: seven cases of B2B brands
V. The future challenges. Beyond exports: creating Indian global brands
Rekindling their aspirations through the idea of brands
Reflections and afterthoughts.