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Brand Management : Principles And Practices at Meripustak

Brand Management : Principles And Practices

Books from same Author: K. DUTTA

Books from same Publisher: OXFORD UNIVERSITY PRESS

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    • General Information  
    Author(s)K. DUTTA
    PublisherOXFORD UNIVERSITY PRESS
    ISBN9780198069867
    Pages576
    BindingPaperback
    LanguageEnglish
    Publish YearMay 2012

    Description

    OXFORD UNIVERSITY PRESS Brand Management : Principles And Practices by K. DUTTA

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