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

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en Limba Engleză Paperback – 26 Nov 2015
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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Specificații

ISBN-13: 9789351505518
ISBN-10: 9351505510
Pagini: 328
Dimensiuni: 140 x 216 x 19 mm
Greutate: 0.41 kg
Ediția: Second Edition
Editura: SAGE Publications
Colecția Sage Publications Pvt. Ltd
Locul publicării: New Delhi, India

Cuprins

Preface
Acknowledgments
I. 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
II. 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: An Iconic Brand Reinventing Itself
III. Brand Communications
Managing Marketing Communications for B2B Markets
The Emerging Power of Digital Media for B2B Brands
IV. Holistic Brand Management
Holistic Brand Management: Seven Cases of B2B Brands
V. The Future Challenges
Beyond Exports: Creating Indian Global Brands
Rekindling Their Aspiration through the Idea of Brands
Reflections and Afterthoughts
Bibliography
Index

Recenzii

Sharad Sarin`s Strategic Brand Management for B2B Markets identifies an important area for enhancing an organization`s competitiveness. The book taps the neglected but important area of branding the business-to-business (popularly termed B2B) market category. The book emphasised states that what differentiates strong brands that sustain over time is the quality and imaginative content of ideas and execution that combine performance with right behaviour. The book will be an excellent resource for B2B marketers and professionals who want to gain new insights and knowledge on how branding can be a important strategic vehicle for organizational development and growth.
The book deals with need for B2B marketing from the view-point of Indian markets and economic conditions. It is distinctive in presenting western perspectives with Indian insights. It addresses professional needs of managers from both developed and developing economies engaged in business brands; entrepreneurs belonging to small and medium enterprises and students opting for specialized course in B2B markets both in India and abroad.
[The book] explains how to create powerful B2B brands especially in Indian context and to B2B marketers to unleash the underleveraged power of brands to create competitive advantage for growth…[The author] has summarized all his experiences and observations in this book in terms of how brand building is very much necessary for B2B markets and marketers…Through this book, author has advocated the need for a holistic brand management approach…This book will be very useful for all those who deal with B2B business and branding in one way or another.
Academic but lucid style of writing this book is refreshing and gives different perspective to students. Indian in context coupled with Indigenous examples makes this book very insightful for the readers…The book is prescribed for Managers from both developed and developing economies. Entrepreneurs belonging to small and medium enterprises will also benefit from this as this book... Students opting for specialized course in B2B markets both in India and abroad and students of brand management wanting to expand their horizon to know and understand the challenges of creating B2B brands in contrast to Business-to-Consumer (B2C) markets are the key audience of this book.

This book comes as one of the refreshing books which provide valuable insights into the world of B2B Markets and stresses the importance of branding in these markets. This is one of the very few books, which integrates the concepts of branding with B2B markets and precisely customizes it to the Indian context. The layout of the book is simple and sequential.... The language is lucid, it is laced with relevant examples and makes an interesting reading, provides valuable insights in to the World of B2B Markets in India and explains how Marketers can build, enhance and leverage their Brand and become successful in B2B markets.