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Title: Relevance and Creation of Strong Brands for B2B Markets
Authors: Sharad Sarin
Issue/Year: Oct-2014
Section: Notes and Commentaries
Abstract: 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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