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

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 resp...

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Detalles Bibliográficos
Clasificación:Libro Electrónico
Autor principal: Sarin, Sharad
Formato: Electrónico eBook
Idioma:Inglés
Publicado: New Delhi : Thousand Oaks, Calif. : Response Books ; Sage Publications, 2010.
Colección:Response books.
Temas:
Branding (Marketing)
Brand name products > Management.
Product management.
Branding (Marketing) > India.
Brand name products > India > Management.
Product management > India.
Stratégie de marque.
Produits de marque > Gestion.
Produits commerciaux > Gestion.
Stratégie de marque > Inde.
Produits de marque > Inde > Gestion.
Produits commerciaux > Inde > Gestion.
branding.
BUSINESS & ECONOMICS > Advertising & Promotion.
India.
Acceso en línea:Texto completo
Tabla de Contenidos:
  • 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.

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