MARC details
| 000 -LEADER |
|---|
| fixed length control field |
01878cam a2200205 i 4500 |
| 008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION |
|---|
| fixed length control field |
120821s2012 ii a b 000 0 eng |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER |
|---|
| International Standard Book Number |
9780198069867 |
| 082 ## - DEWEY DECIMAL CLASSIFICATION NUMBER |
|---|
| Classification number |
658.827/DUT |
| 100 1# - MAIN ENTRY--PERSONAL NAME |
|---|
| Personal name |
Dutta, Kirti. |
| 245 10 - TITLE STATEMENT |
|---|
| Title |
Brand management : |
| Remainder of title |
Principles and Practices / |
| Statement of responsibility, etc |
KIRTI DUTTA, Assistant Professor (Marketing), Bhartiya Vidya Bhavan's Usha & Lakshmi Mittal Institute of Management, New Delhi. |
| 260 ## - PUBLICATION, DISTRIBUTION, ETC. (IMPRINT) |
|---|
| Place of publication, distribution, etc |
New Delhi |
| Name of publisher, distributor, etc |
Oxford |
| Date of publication, distribution, etc |
2012 |
| 300 ## - PHYSICAL DESCRIPTION |
|---|
| Extent |
xxiii, 455 pages : |
| Other physical details |
illustrations ; |
| Dimensions |
24 cm + |
| Accompanying material |
1 CD-ROM (4 3/4 in.) |
| 500 ## - GENERAL NOTE |
|---|
| General note |
Each chapter is linked with the CD and contains videos and presentations that explain the key concepts and includes exercises(s) for enhancing decision-making abilities. -- Back cover. |
| 504 ## - BIBLIOGRAPHY, ETC. NOTE |
|---|
| Bibliography, etc |
Includes bibliographic references and index. |
| 520 ## - SUMMARY, ETC. |
|---|
| Summary, etc |
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. |
| 650 #0 - SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Topical term or geographic name as entry element |
Brand name products. |
| 650 #0 - SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Topical term or geographic name as entry element |
Branding (Marketing) |
| 650 #0 - SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Topical term or geographic name as entry element |
Product management. |
| 942 ## - ADDED ENTRY ELEMENTS (KOHA) |
|---|
| Source of classification or shelving scheme |
Dewey Decimal Classification |
| Item type |
Books |
