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

  • Sharad Sarin - Professor, Marketing and Strategic Management, XLRI, Jamshedpur


© 2011 | 292 pages | SAGE Publications Pvt. Ltd
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 is for a holistic brand management approach and illustrates his point through six case studies of leading brands.

 
Preface
 
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
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  
 
III: BRAND COMMUNICATIONS
Managing Marketing Communications for B2B Markets  
Websites and B2B Brands : A low cost goldmine lying unexplored  
 
IV: HOLISTIC BRAND MANAGEMENT
Holistic Brand Management  
Six Cases of B2B Brands  
 
V: THE FUTURE CHALLENGES
Beyond Exports: Creating Indian global brands  
Rekindling their Aspiration through the Idea of Brands  
Reflections and after Thoughts  
 
Notes
 
References
 
Index

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.

Global Business Review

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.

Management & Change

[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.

Journal of Marketing & Communication

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.

Consulting Ahead

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.

Management & Change

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.

South Asian Journal of Management

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