Summary
Contents
Subject index
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.
Brands and B2B Markets: Putting Things in Perspective
Brands and B2B Markets: Putting Things in Perspective
With our thoughts we make the world.
A man is but the product of his thoughts, what he thinks, he becomes.
One of the greatest pieces of economic wisdom is to know what you do not know.
There is one asset, an intangible one, that stands head and shoulders above all the others and that cannot be easily outsourced: the brand.
Brands differentiate, reduce risk and complexity and communicate the benefits and value a product or service can provide. This is just as true in B2B as it is in B2C.
Idea of Brand is Widely Known
It is my belief that amongst the long list of ...
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