TY  - BOOK
AU  - Sarin,Sharad
TI  - Strategic brand management for B2B markets: A road map for organizational transformation 
SN  - 9788132105220 (PB)
U1  - 658.827 
CY  - New Delhi
PB  - Oxford
University Press
KW  - Branding (Marketing)
KW  - Product management
KW  - India
KW  - Brand name products
KW  - Management
KW  - Industrial marketing
N1  - Includes bibliographical references (p. [249]=253) and index; 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 indian global brands--reality and possibilities -- Rekindling their aspiration through the idea of brands -- Reflections and afterthoughts
ER  -