000			01878cam a2200205 i 4500
008			120821s2012 ii a b 000 0 eng
020			_a9780198069867
082			_a658.827/DUT
100	1		_aDutta, Kirti.
245	1	0	_aBrand management : _bPrinciples and Practices / _cKIRTI DUTTA, Assistant Professor (Marketing), Bhartiya Vidya Bhavan's Usha & Lakshmi Mittal Institute of Management, New Delhi.
260			_aNew Delhi _bOxford _c2012
300			_axxiii, 455 pages : _billustrations ; _c24 cm + _e1 CD-ROM (4 3/4 in.)
500			_aEach 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			_aIncludes bibliographic references and index.
520			_aBrand 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	_aBrand name products.
650		0	_aBranding (Marketing)
650		0	_aProduct management.
942			_2ddc _cB
999			_c607310 _d607310