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007			co ug ---a||||
008			120510s2012 ii a b 001 0 eng d
011			_aBIB MATCHES WORLDCAT
020			_a0198069863 _qpbk.
020			_a9780198069867 _qpbk.
035			_a(ATU)b12470399
035			_a(OCoLC)796076490
040			_aSUSA _beng _erda _cSUSA _dNz _dATU
042			_aanuc
082	0	4	_a658.827 _223
100	1		_aDutta, Kirti, _eauthor. _91094224
245	1	0	_aBrand management : _bprinciples and practices / _cKirti Dutta.
264		1	_aNew Delhi : _bOxford University Press, _c2012.
300			_axxiii, 455 pages : _billustrations ; _c24 cm + _e1 computer disc (12 cm)
336			_atext _btxt _2rdacontent
336			_acomputer dataset _bcod _2rdacontent _3Accompanying material
337			_aunmediated _bn _2rdamedia
337			_acomputer _bc _2rdamedia _3Accompanying material
338			_avolume _bnc _2rdacarrier
338			_acomputer disc _bcd _2rdacarrier _3Accompanying material
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.
500			_aAccompanied by: 1 computer disc (CD-ROM)
504			_aIncludes bibliographical references and index.
505	2	0	_gPt. I. _tOVERVIEW OF BRAND MANAGEMENT -- _g1. _tIntroduction to Branding -- _g2. _tCreating a Brand -- _g3. _tUnderstanding Organizational Culture for Successful Brand Management -- _gPt. II. _tUNDERSTANDING AND MEASURING BRAND EQUITY -- _g4. _tBrand equity -- _g5 . _tResearching for Brand Equity -- _gPt. III. _tUNDERSTANDING CONSUMERS AND MARKETS -- _g7. _tConsumer Behaviour and Brand Buying Decision -- _g8. _tBrand positioning -- _gPt. IV. _tMANAGING BRANDS -- _g9. _tBradning the marketing programme -- _g10. _tE-branding, building the brand online -- _g11. _tBranding and marketing communications -- _gPt. V. _tBUILDING RESILIENT BRANDS -- _g12. _tBrand strategies -- _g13. _tManaging brand architecture -- _g14. _tBrands over time -- _g15. _tBrands in a borderless world.
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.
538			_aSystem requirements for the CD: Operating system: Windows 2,000 and higher, flash player: version 9 and higher, processor speed: 500Mhz, sound card and speakers.
588			_aMachine converted from AACR2 source record.
650		0	_aBrand name products _9314783
650		0	_aBranding (Marketing) _9332183
650		0	_aProduct management _9322791
907			_a.b12470399 _b28-02-19 _c28-10-15
942			_cB
945			_a658.827 DUT _g1 _iA511236B _j0 _lcmain _o- _p$61.66 _q- _r- _s- _t0 _u13 _v2 _w0 _x5 _y.i1325554x _z29-10-15
945			_a658.827 DUT ACCOMPANYING PART ( DISC ) _g1 _iA511197B _j0 _lcmain _on _p$0.00 _q- _r- _s- _t9 _u3 _v1 _w0 _x1 _y.i13257432 _z29-10-15
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999			_c1235611 _d1235611