Relevance and Creation of Strong Brands for B2B Markets Sarin, Sharad.
By: Sarin, Sharad
Material type:
ArticlePublisher: 2014Description: 91 - 100Subject(s): Top Global Brands | Tata Steel | Sintex Industries Ltd | Organizational Buying | Brand Management | B2b Brands
In:
Vikalpa: The Journal for Decision MakersSummary: This paper discusses the relevance of B2B brands in business marketing, presents two cases of Sintex and Brand Structura (Tata) on holistic brand management, and analyses why B2B marketers fail to achieve a brand-driven business. The paper also provides several questions for research in B2B brand management and concludes with a model to create powerful brands.
| Item type | Current location | Call number | Vol info | Status | Date due | Barcode |
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Articles
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Ahmedabad (HO) | (Browse shelf) | Vol. 39, Issue. 4 | Available | 018847 |
This paper discusses the relevance of B2B brands in business marketing, presents two cases of Sintex and Brand Structura (Tata) on holistic brand management, and analyses why B2B marketers fail to achieve a brand-driven business. The paper also provides several questions for research in B2B brand management and concludes with a model to create powerful brands.
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