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

Name: Strategic Brand Management for B2B Markets A Road Map for Organizational Transformation
Brand: Atlantic Publishers & Distributors (P) Ltd
SKU: 9788126937769
Price: 409.0 INR
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by Sharad Sarin

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ISBN13: 9788126937769
Binding: Paperback
Subject: Business Management
Publisher: Atlantic Publishers & Distributors (P) Ltd
Publisher Imprint: Atlantic
Publication Date: March 18, 2024
Pages: 326
Original Price: INR 545.0
Language: English
Edition: N/A
Item Weight: 360 grams
BISAC Subject(s): Strategic Planning

About The Book

Strategic Brand Management provides fresh insight into the field of B2B marketing and elaborates how to create powerful B2B 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.

About The Author

Sharad Sarin is Professor, Marketing and Strategic Management at XLRI, Jamshedpur.

Table of Contents

List of Tables
List of Figures
List of Boxes
Preface
Acknowledgements
I. THINKING ABOUT B2B BRANDS 1
1. Brands and B2B Markets: Putting Things in Perspective 3
2. Organizational Buying and Role of Brands: The Indian Perspective 26
3. Brand Management and B2B Marketers:
A Deeper Probe 56
II. CREATING CORPORATE BRANDS:
THE KEY ASSET OF ANY B2B BRAND 75
4. Brand Tata: Leadership with Trust 79
5. Brand L&T: Nation Building to Building Nations 100
6. Brand Infosys: An Iconic Brand Reinventing Itself 125
viii Strategic Brand Management for B2B Markets
III. BRAND COMMUNICATIONS 147
7. Managing Marketing Communications for B2B Markets 149
8. The Emerging Power of Digital Media for B2B Brands 178
IV. HOLISTIC BRAND MANAGEMENT 201
9. Holistic Brand Management: Seven Cases of B2B Brands 203
V. THE FUTURE CHALLENGES 241
10. Beyond Exports: Creating Indian Global Brands 243
11. Rekindling Their Aspirations through the Idea of Brands 268
12. Reflections and Afterthoughts 282
Bibliography 290
Index 295
About the Author 300

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