| |
Successful Promotions Build Successful Brands takes a look at fourteen imaginative marketing decisions that have elevated mere products to the iconic status of brands. It provides excellent case studies across several industries and situations: from introducing absolutely new brands to introducing established multinational brands into India, revamping brands, helping a suffering brand reclaim its leadership position, and enhancing brand values. Each of these studies prove that mass media is not the only tool that drives products in very well-defined target groups. The text is analytical, insightful and practical, written in an easy-to-read manner. Pran Choudhury`s book on the role of promotions in brand building is very timely. We have been through several years of what can best be described as B1G3F marketing (buy 1 get 3 free). Bribing consumers to buy is becoming, disturbingly, a regular feature of marketing ˜strategy`, creating a generation of deal-demanding consumers. There is a fair amount of concern about whether continuing down this path will meet revenue targets in the short term, but destroy brand value in the long term. Promotions, as the book points out, in some cases, plays an even bigger role than advertising. In fact, it is THE main element in the marketing mix. -Rama Bijapurkar Market Strategy Consultant and Visiting Faculty and Board Member, IIM Ahmedabad Director, Infosys Sales promotions dollars permanently surpassed advertising dollars in the US in the early nineties and have continued to outdistance traditional media spending. I believe this is also very likely to happen soon in India with the emergence of organised retailing and the rise of service industries including telecommunications, banking and financial services. Successful Promotions Build Successful Brands provides excellent case histories across numerous industries to demonstrate the power of marketing promotions in building successful brands. Both marketing practitioners and professionals will benefit from reading this book! -Jagdish N. Sheth Charles H. Kellstadt Professor of Marketing Goizueta Business School, Emory University, Atlanta, GA
ISBN :9788173715709
|
| |
Pages : 180
|