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Strategic Brand Management for B2B Markets
Author: Sharad Sarin

ISBN: 9788132105220
Format: Paperback
Number Of Pages: 292
Published: 15 November 2010
Country of Publication: IN
Dimensions (cm): 20.96 x 13.97 x 1.27
Description:
A click on google.com for all articles and books on brands results in 42 million hits. A second click for all articles and books on B2B brands indicates only 55,500 hits. The gap is too wide and glaring. Looking at its economic importance, the world of B2B and brands deserves, if not 40 million, at least a million-plus search results. This book attempts to fill this gap.

The book attempts to motivate the marketers deeply entrenched in B2B marketing to unleash the underleveraged power of brand to create competitive advantages for growth.

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 respected corporate brands in India---Tata, Larsen & Toubro and Infosys---the author demonstrates how these companies have created value through brands and how their branding initiatives are benchmarks in their journey to success. With three decades of experience as...

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