Strategic Brand Management for B2B Markets

Strategic Brand Management for B2B Markets

A Road Map for Organizational Transformation

eBook - 2010
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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 Mark.
Publisher: New Delhi : Response Books ; Thousand Oaks, Calif. : Sage Publications, 2010
ISBN: 9788132106654
Characteristics: 1 online resource (xix, 262 pages) : illustrations


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