Brand Management: Principles and Practices - Couverture souple

Dutta, Kirti

Couverture souple

ISBN 10 : 0198069863 ISBN 13 : 9780198069867

Editeur : OUP India, 2012

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.

A propos du livre

À propos de l?auteur

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).

Détails de l'édition

• Éditeur: OUP India
• Date d'édition: 2012
• Langue: anglais
• ISBN 10: 0198069863
• ISBN 13: 9780198069867
• Reliure: Broché
• Nombre de pages: 455
• Coordonnées du fabricant: non disponible
• Personne responsable: non disponible