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

By:

Sarin, Sharad

Material type: Text

TextPublication details: Delhi Sage 2016Edition: 2Description: xxiv, 301p. 22 cm ; PbkISBN:

9789351505518

Subject(s):

Product management Branding (Marketing) Brand name products--Management India Industrial Management

DDC classification:

658.827 SAR

Summary: 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.

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Holdings
Item type	Current library	Collection	Call number	Status	Date due	Barcode
Books	H.T. Parekh Library	GSB Collection	658.827 SAR (Browse shelf(Opens below))	Available		B2095

Shanthi Books Rs.495/-

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.

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