Brand management : principles and practices / Kirti Dutta
Material type: TextPublication details: India Oxford University Press 2012Description: 452 pISBN:- 9780198069867
- 658.827 DUT-K
Item type | Current library | Collection | Shelving location | Call number | Status | Date due | Barcode | Item holds |
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Books | BITS Pilani Hyderabad | 650 | General Stack (For lending) | 658.827 DUT-K (Browse shelf(Opens below)) | Available | 38104 |
Browsing BITS Pilani Hyderabad shelves, Shelving location: General Stack (For lending), Collection: 650 Close shelf browser (Hides shelf browser)
658.827 CHE-L Creating powerful brands / | 658.827 CHI-A Product policy and brand management : text and cases / | 658.827 DIE-G Brand identity breakthrough : | 658.827 DUT-K Brand management : | 658.827 GUP-R Brand wars : combat strategies for Indian brands / | 658.827 HAI-M Brand royalty : how the world's top 100 brands thrive and survive / | 658.827 IND-N Brand desire : |
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.
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