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Strategic Brand Management for B2B Markets
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Strategic Brand Management for B2B Markets
A Road Map for Organizational Transformation

Second Edition
  • Sharad Sarin - Professor, Marketing and Strategic Management, XLRI, Jamshedpur


November 2015 | 328 pages | SAGE Response

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.

 

 
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

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Sharad Sarin

Sharad Sarin is Professor of Marketing and Strategic Management, XLRI, Jamshedpur, India. He has been associated with this institution as a faculty member since 1976 and has been the Dean of XLRI from 1984 to 1988. Professor Sarin has been a visiting faculty to the Indian Institute of Management, Ahmedabad, the University of Rhode Island, Kingston, USA, the Colorado University at Boulder, USA and the Helsinki School of Economics, Finland. He was on the Board of XLRI (1993–2004) and Mudra Institute of Communications (1991–2010). Since 2000, he in on the Board of Tata Refractories Ltd.For the past three decades, Professor Sarin has been... More About Author

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ISBN: 9789351505518
₹545.00