Brand management : principles and practices / Kirti Dutta.
By: Dutta, Kirti.
Material type:
BookPublisher: New Delhi : Oxford University Press, c2012Description: xxiii, 455 p. : ill. ; 24 cm.ISBN: 9780198069867 (pbk); 0198069863.Subject(s): Brand name products | Branding (Marketing) | Product management | Brand managementDDC classification: 658.827 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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Eastern University Library General Stacks | 658.827 DUB 2012 (Browse shelf) | Not For Loan | 13519 | ||
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Eastern University Library General Stacks | 658.827 DUB 2012 (Browse shelf) | Available | 13520 | ||
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Eastern University Library General Stacks | 658.827 DUB 2012 (Browse shelf) | Available | Dhanmondi Library | 13521 | |
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Eastern University Library General Stacks | 658.827 DUB 2012 (Browse shelf) | Available | 13522 | ||
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Eastern University Library General Stacks | 658.827 DUB 2012 (Browse shelf) | Available | 13523 |
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.
Includes bibliographic references and index.
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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