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Brand management : principles and practices / Kirti Dutta.

By: Material type: TextTextPublisher: New Delhi : Oxford University Press, 2012Description: xxiii, 455 pages : illustrations ; 24 cm + 1 computer disc (12 cm)Content type:
  • text
  • computer dataset
Media type:
  • unmediated
  • computer
Carrier type:
  • volume
  • computer disc
ISBN:
  • 0198069863
  • 9780198069867
Subject(s): DDC classification:
  • 658.827 23
Partial contents:
Pt. I. OVERVIEW OF BRAND MANAGEMENT -- 1. Introduction to Branding -- 2. Creating a Brand -- 3. Understanding Organizational Culture for Successful Brand Management -- Pt. II. UNDERSTANDING AND MEASURING BRAND EQUITY -- 4. Brand equity -- 5 . Researching for Brand Equity -- Pt. III. UNDERSTANDING CONSUMERS AND MARKETS -- 7. Consumer Behaviour and Brand Buying Decision -- 8. Brand positioning -- Pt. IV. MANAGING BRANDS -- 9. Bradning the marketing programme -- 10. E-branding, building the brand online -- 11. Branding and marketing communications -- Pt. V. BUILDING RESILIENT BRANDS -- 12. Brand strategies -- 13. Managing brand architecture -- 14. Brands over time -- 15. Brands in a borderless world.
Summary: 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.
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Holdings
Item type Current library Call number Copy number Status Date due Barcode
Book City Campus City Campus Main Collection 658.827 DUT (Browse shelf(Opens below)) 1 Available A511236B
Accompanying Material City Campus City Campus Main Collection 658.827 DUT ACCOMPANYING PART ( DISC ) (Browse shelf(Opens below)) 1 Not for loan A511197B

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.

Accompanied by: 1 computer disc (CD-ROM)

Includes bibliographical references and index.

Pt. I. OVERVIEW OF BRAND MANAGEMENT -- 1. Introduction to Branding -- 2. Creating a Brand -- 3. Understanding Organizational Culture for Successful Brand Management -- Pt. II. UNDERSTANDING AND MEASURING BRAND EQUITY -- 4. Brand equity -- 5 . Researching for Brand Equity -- Pt. III. UNDERSTANDING CONSUMERS AND MARKETS -- 7. Consumer Behaviour and Brand Buying Decision -- 8. Brand positioning -- Pt. IV. MANAGING BRANDS -- 9. Bradning the marketing programme -- 10. E-branding, building the brand online -- 11. Branding and marketing communications -- Pt. V. BUILDING RESILIENT BRANDS -- 12. Brand strategies -- 13. Managing brand architecture -- 14. Brands over time -- 15. Brands in a borderless world.

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.

System requirements for the CD: Operating system: Windows 2,000 and higher, flash player: version 9 and higher, processor speed: 500Mhz, sound card and speakers.

Machine converted from AACR2 source record.

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