Brand management principles and practice Kirti dutta
Material type:
TextLanguage: English Publication details: New Delhi Oxford c2012Description: 455p PBISBN: 9780198069867Subject(s): BRANDING MARKETING SALES PROMOTIONDDC classification: 658.827 DUT(BRA)
| Item type | Current library | Collection | Call number | Vol info | Copy number | Status | Date due | Barcode | Item holds |
|---|---|---|---|---|---|---|---|---|---|
COMMERCE Reference
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St. Xavier's University, Kolkata Lending Section | Reference | R 658.827 DUT(BRA) (Browse shelf (Opens below)) | S.X.U.K | 5543 | Not For Loan | ULG11 |
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Table of contents
PART I OVERVIEW OF BRAND MANAGEMENT
Chapter 1. Introduction to Branding
Chapter 2. Creating a Brand
Chapter 3. Understanding Organizational Culture for Successful Brand Management
PART II UNDERSTANDING AND MEASURING BRAND EQUITY
Chapter 4. Brand Equity
Chapter 5. Researching for Brand Equity
Chapter 6. Measuring Brand Equity
PART III UNDERSTANDING CONSUMERS AND MARKETS
Chapter 7. Consumer Behaviour and Brand Buying Decisions
Chapter 8. Brand Positioning
PART IV MANAGING BRANDS
Chapter 9. Branding and the Marketing Programme
Chapter 10. E-branding-Building the Brand Online
Chapter 11. Branding and Marketing Communications
PART V BUILDING RESILIENT BRANDS
Chapter 12. Brand Strategies
Chapter 13. Managing Brand Architecture
Chapter 14. Brands Over Time
Chapter 15. Brands in a Border less World
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