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STRATEGIC BRAND MANAGEMENT FOR B2B MARKETS: A Road Map for O...
STRATEGIC BRAND MANAGEMENT FOR B2B MARKETS: A Road Map for Organizational Transformation
 
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Author : SHARAD SARIN
Publisher : SAGE Response
ISBN# : 9788132105220
Pages : 292
Price :INR 425
Offer Price:INR 378
 
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Book Description
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 an academician and consultant in B2B Marketing, the author argues that a brand-driven business can accelerate the transformation of all the big and small B2B marketers to gain competitive advantages. He advocates the need for a holistic brand management approach and illustrates his point through six case studies of leading brands.
 
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