Articles liés à Brand Management: Principles and Practices
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.
Les informations fournies dans la section « Synopsis » peuvent faire référence à une autre édition de ce titre.
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).
Les informations fournies dans la section « A propos du livre » peuvent faire référence à une autre édition de ce titre.
- ÉditeurOUP India
- Date d'édition2012
- ISBN 10 0198069863
- ISBN 13 9780198069867
- ReliureBroché
- Langueanglais
- Nombre de pages455
- Coordonnées du fabricantnon disponible
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BRAND MANAGEMENT : PRINCIPLES AND PRACTICES
Edité par
Oxford University Press, 2012
ISBN 10 : 0198069863
ISBN 13 : 9780198069867
Neuf
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Edition internationale
BRAND MANAGEMENT : PRINCIPLES AND PRACTICES
Edité par
Oxford University Press, 2012
ISBN 10 : 0198069863
ISBN 13 : 9780198069867
Neuf
Couverture souple
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BRAND MANAGEMENT : PRINCIPLES AND PRACTICES
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BRAND MANAGEMENT : PRINCIPLES AND PRACTICES
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Brand Management: Principles and Practices
Edité par
Oxford University Press, 2012
ISBN 10 : 0198069863
ISBN 13 : 9780198069867
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