Strategic Brand Management for B2B Markets: A Road Map for Organizational Transformation/
Sharad Sarin
- Los Angeles: Sage, 2015.
I. Thinking about B2B Brands 1. Brands and B2B Markets: Putting Things in Perspective 2. Organizational Buying and Role of Brands: The Indian Perspective 3. Brand Management and B2B Marketers: A Deeper Probe
II. Creating Corporate Brands: The Key Asset of Any B2B Brand 4. Brand Tata: Leadership with Trust 5. Brand L & T: Nation Building to Building Nations 6. Brand Infosys: An Iconic Brand Reinventing Itself
III. Brand Communications 7. Managing Marketing Communications for B2B Markets 8. The Emerging Power of Digital Media for B2B Brands
IV. Holistic Brand Management 9. Holistic Brand Management: Seven Cases of B2B Brands
V. The Future Challenges 10. Beyond Exports: Creating Indian Global Brands 11. Rekindling their Aspirations through the Idea of Brands 12. Reflections and Afterthoughts