000			nam a22 7a 4500
999			_c39338 _d39338
008			190327b 2012 xxu||||| |||| 00| 0 eng d
020			_a9780198069867
082			_a658.827 DUT-K
100			_aDutta, Kirti
245			_aBrand management : _bprinciples and practices / _cKirti Dutta
260			_aIndia _bOxford University Press _c2012
300			_a452 p.
365			_aINR _b620.00
500			_a 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			_aProduct management
650			_aBranding (Marketing)
650			_aBrand name products