Brand Management
Price: 790.00 INR
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ISBN:
9780190124137
Publication date:
18/05/2022
Paperback
488 pages
Price: 790.00 INR
We sell our titles through other companies
Disclaimer :You will be redirected to a third party website.The sole responsibility of supplies, condition of the product, availability of stock, date of delivery, mode of payment will be as promised by the said third party only. Prices and specifications may vary from the OUP India site.
ISBN:
9780190124137
Publication date:
18/05/2022
Paperback
488 pages
Second Edition
Kirti Dutta
- Provides rich learning from practices of Indian brands like Santoor, Nykaa, Asian Paints, Cornitos, Tanishq, Emami, ITC, and LIC
- Discusses practices of global and Indian companies such as Bentley, Aditya Birla Group, Kia Motors, Lux, and Amul
- Includes exhibits with marketing insights from industry
- Includes a new chapter on brand building in the new media and how to manage brand reputation online
Rights: World Rights
Second Edition
Kirti Dutta
Description
Branding has always been a vital part of any business, but the current testing times have made it more important than ever before. With the rise in social media consumption, consumers get exposed to information about existing and new brands every day. The second edition of Brand Management—Principles and Practices is a comprehensive textbook that explores the core concepts of branding and illustrates them through numerous real-life examples, chapter-end case studies, images, and videos. Designed especially for students of postgraduate management programmes specializing in marketing, the illustrative and practical approach would be beneficial for professionals too.
About the author
Kirti Dutta is Dean (Research) & Associate Dean and Professor (Marketing), School of Entrepreneurship, Rishihood University, Sonipat. She has over 11 years of industry experience and over 16 years of academic experience. Dr Dutta obtained her PhD in the area of branding. She has authored Integrated Marketing Communications and co-authored Services Marketing, Second Edition, both published by OUP India. Her research interest areas include branding, communications, consumer behaviour, and services and digital marketing. Currently, she is working on neuromarketing and consumer behaviour during COVID times.
Second Edition
Kirti Dutta
Table of contents
Part I: Overview of Brand Management
Part II: Understanding and Measuring Brand Equity
Part III: Understanding Consumers and Markets
Part IV: Managing Brands
Part V: Building Resilient Brands
Second Edition
Kirti Dutta
Description
Branding has always been a vital part of any business, but the current testing times have made it more important than ever before. With the rise in social media consumption, consumers get exposed to information about existing and new brands every day. The second edition of Brand Management—Principles and Practices is a comprehensive textbook that explores the core concepts of branding and illustrates them through numerous real-life examples, chapter-end case studies, images, and videos. Designed especially for students of postgraduate management programmes specializing in marketing, the illustrative and practical approach would be beneficial for professionals too.
About the author
Kirti Dutta is Dean (Research) & Associate Dean and Professor (Marketing), School of Entrepreneurship, Rishihood University, Sonipat. She has over 11 years of industry experience and over 16 years of academic experience. Dr Dutta obtained her PhD in the area of branding. She has authored Integrated Marketing Communications and co-authored Services Marketing, Second Edition, both published by OUP India. Her research interest areas include branding, communications, consumer behaviour, and services and digital marketing. Currently, she is working on neuromarketing and consumer behaviour during COVID times.
Table of contents
Part I: Overview of Brand Management
Part II: Understanding and Measuring Brand Equity
Part III: Understanding Consumers and Markets
Part IV: Managing Brands
Part V: Building Resilient Brands
Tapan K. Panda
Jaishri Jethwaney
Moutusy Maity
Marketing Analytics For Strategic Decision-Making
Moutusy Maity & Pavankumar Gurazada
Sunanda Easwaran & Sharmila J. Singh
