From XLRI Blog
Strategic Brand Management for B2B Markets
by Prof Sharad Sarin (XLRI Jamshedpur)
Sage Publications (Response Books)
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
Prof Sharad Sarin (B.E. (Jodhpur), PGDBA (IIMA), Ph.D. (Pune)) has been with XLRI since 1976. Before joining XLRI, he worked in industry for four years. He is currently on the Boards of XLRI Jamshedpur, Mudra Institute of Communications, Ahmedabad and Tata Refractories Limited. Over the last 30+ years, he has been a corporate consultant to several large and well-known Indian companies. He has conducted more than 100 programmes and workshops on Strategic Marketing, Industrial Marketing, Relationship Marketing, Strategic Management and Customer Satisfaction, both in India and abroad. He has been Visiting Faculty to IIM-Ahmedabad, University of Colorado at Boulder and Rhode Island in the USA. His areas of interests are: General Marketing, Industrial Marketing, Competition and Globalization, Relationship Marketing and Marketing’s Role in Development.