Brand management: text and cases (Record no. 332)
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| 000 -LEADER | |
|---|---|
| fixed length control field | 02271nam a2200193 4500 |
| 005 - DATE AND TIME OF LATEST TRANSACTION | |
| control field | 20190904151604.0 |
| 008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION | |
| fixed length control field | 190904b ||||| |||| 00| 0 eng d |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER | |
| International Standard Book Number | 9789350621745 |
| 082 ## - DEWEY DECIMAL CLASSIFICATION NUMBER | |
| Classification number | 658.827 |
| Item number | VER |
| 100 ## - MAIN ENTRY--PERSONAL NAME | |
| Personal name | Verma, Harsh V. |
| 245 ## - TITLE STATEMENT | |
| Title | Brand management: text and cases |
| 250 ## - EDITION STATEMENT | |
| Edition statement | 4th |
| 260 ## - PUBLICATION, DISTRIBUTION, ETC. (IMPRINT) | |
| Place of publication, distribution, etc. | New Delhi |
| Name of publisher, distributor, etc. | Excel Books Private Ltd. |
| Date of publication, distribution, etc. | 2017 |
| 300 ## - PHYSICAL DESCRIPTION | |
| Extent | xii, 573 p. |
| 365 ## - TRADE PRICE | |
| Price type code | INR |
| Price amount | 885.00 |
| 520 ## - SUMMARY, ETC. | |
| Summary, etc. | This is the 4th Edition of the book of Brand Management explaining about Competitive marketing is all about war, warriors and wealth. Marketers, in their bid to generate more wealth, have always struggled to discover new product/service `warriors` that would effectively decimate competition. However, the decimation of competition is not the end in itself. It is through the destruction of competition in the markets from where the springs of wealth would emanate. Brands are new business warriors. They destroy competition and strike where the source of wealth is. Brands drive corporate performance. When the role of other conventional assets gets marginalised in winning the `marketing war`, marketers look up to brands for making their bottom lines black. Thus, modern-day marketing is all about the creation and management of brands.<br/><br/>This book discusses the themes contained in the following questions: (a) what is the concept of brand, (b) what role does a brand play in a competitive environment, (c) what is the nature of forces operating between customer and brand, (d) what is brand equity, (e) how can a brand be leveraged, (f) what is product–brand relationship in a firm`s context, and (g) how a brand needs to be managed over time.<br/><br/>New to this edition: New chapters have been added: `Brand Identity`, `Brand Extensions – Internal Leverage` and `Brand Extensions – External Leverage’; Exhaustive and extensive coverage of the subject – many new areas of branding have been discussed; All the important themes and decision areas have been covered; Practical examples from the contemporary scene have been added; The section on case studies has been expanded to include more case studies; Class-interactive exercises have been provided in each chapter |
| 650 ## - SUBJECT ADDED ENTRY--TOPICAL TERM | |
| Topical term or geographic name as entry element | Brand management |
| 942 ## - ADDED ENTRY ELEMENTS (KOHA) | |
| Source of classification or shelving scheme | Dewey Decimal Classification |
| Koha item type | Book |
| Withdrawn status | Lost status | Source of classification or shelving scheme | Damaged status | Not for loan | Collection code | Home library | Current library | Shelving location | Date acquired | Source of acquisition | Total Checkouts | Full call number | Accession Number | Date last seen | Copy number | Cost, replacement price | Price effective from | Koha item type | Date checked out |
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Dewey Decimal Classification | Marketing | Indian Institute of Management LRC | Indian Institute of Management LRC | General Stacks | 05/02/2019 | Gratis Book | 658.827 VER | 000081 | 09/04/2019 | 1 | 885.00 | 09/04/2019 | Book | ||||||
| Dewey Decimal Classification | Marketing | Indian Institute of Management LRC | Indian Institute of Management LRC | General Stacks | 05/02/2019 | Gratis Book | 658.827 VER | 000082 | 09/04/2019 | 2 | 885.00 | 09/04/2019 | Book | ||||||
| Dewey Decimal Classification | Marketing | Indian Institute of Management LRC | Indian Institute of Management LRC | General Stacks | 05/02/2019 | Gratis Book | 1 | 658.827 VER | 000083 | 04/06/2021 | 3 | 885.00 | 09/04/2019 | Book | 08/14/2020 | ||||
| Dewey Decimal Classification | Marketing | Indian Institute of Management LRC | Indian Institute of Management LRC | General Stacks | 05/02/2019 | Gratis Book | 658.827 VER | 000084 | 09/04/2019 | 4 | 885.00 | 09/04/2019 | Book | ||||||
| Dewey Decimal Classification | Marketing | Indian Institute of Management LRC | Indian Institute of Management LRC | General Stacks | 05/02/2019 | Gratis Book | 658.827 VER | 000085 | 09/04/2019 | 5 | 885.00 | 09/04/2019 | Book | ||||||
| Dewey Decimal Classification | Marketing | Indian Institute of Management LRC | Indian Institute of Management LRC | General Stacks | 05/02/2019 | Gratis Book | 1 | 658.827 VER | 000086 | 01/06/2025 | 6 | 885.00 | 09/04/2019 | Book | 10/10/2024 | ||||
| Dewey Decimal Classification | Marketing | Indian Institute of Management LRC | Indian Institute of Management LRC | General Stacks | 05/02/2019 | Gratis Book | 658.827 VER | 000087 | 09/04/2019 | 7 | 885.00 | 09/04/2019 | Book | ||||||
| Dewey Decimal Classification | Marketing | Indian Institute of Management LRC | Indian Institute of Management LRC | General Stacks | 05/02/2019 | Gratis Book | 1 | 658.827 VER | 000088 | 03/01/2021 | 8 | 885.00 | 09/04/2019 | Book | 08/14/2020 | ||||
| Dewey Decimal Classification | Marketing | Indian Institute of Management LRC | Indian Institute of Management LRC | General Stacks | 05/02/2019 | Gratis Book | 2 | 658.827 VER | 000089 | 10/15/2024 | 9 | 885.00 | 09/04/2019 | Book | 09/24/2024 |