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Brand Management:: Principles and Practices
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Brand Management:: Principles and Practices (Paperback)

£30.99
Usually despatched in 7-10 days.

Synopsis

Brand Management: Principles and Practices is a comprehensive textbook designed for post graduate management programmes students specializing in marketing. It explores core concepts of branding and illustrates them through numerous examples, exhibits, figures, images, case studies, and videos.

Divided into five sections, first section gives an introduction to branding, creating a brand, and understanding how organizational culture helps in successful brand management. Second and third sections discuss brand equity, ways of researching and measuring it, and importance of understanding consumers and markets. Further, fourth section explains branding strategies, e-branding, and marketing communications. Last section explores brand architecture, brands over time, and boundary-less

brands.

Students will find this book useful for its illustrative coverage of the key concepts. The practical applications would also be very useful to practitioners.

BusinessBusiness & managementSales & marketing Publisher: OUP India Publication Date: 02/01/2012 ISBN-13: 9780198069867  Details: Type: Paperback Format: Books
Availability: Usually despatched in 7-10 days. Login for Quick Checkout Add to Basket

Dr Kirti Dutta is Assistant Professor (Marketing) at Bhartiya Vidya Bhavan's Usha & Lakshmi Mittal Institute of Management, New Delhi. She has earlier worked at Institute for International Management and Technology, Gurgaon. She has over 11 years of industry experience and over 6 years of academic experience, and has obtained her PhD in branding. Dr Dutta is on the review panel of three international journals and has co-authored a textbook - Services: Marketing, Operations, and Management (OUP).

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Location 1st Book Each additional book Average Delivery Time
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